Earlier this year MGA Entertainment announced its support to the fight against cancer by launching new versions of doll brands, Bratz and Moxie Girlz without hair.
Under the banner True Hope, MGA will release two Bratz dolls - Cloe and Yasmin and three Moxie Girlz dolls, Avery and Sophina. Available exclusively at Toys R Us stores in July, MGA will donate £1 for every True Hope doll sold to CLIC Sargent.
The announcement comes after MGA Entertainment in the US revealed it has partnered with the City of Hope charity for its donations ahead of the doll launch in June.
The dolls were devised after an ever-growing social media movement called for toymakers to create dolls without hair to comfort young girls and boys who suffer from hair loss due to cancer treatments.
Andrew Laughton, MD of MGA Entertainment UK, said: “We are extremely proud to be partnering with CLIC Sargent on this initiative. The new Bratz and Moxie Girlz “True Hope” dolls are designed to support and comfort young girls and boys who so bravely endure cancer treatments, so partnering with CLIC Sargent was a natural choice. ”
Lucy Caldicott, CLIC Sargent director of fundraising, added: "Every day ten children and young people in the UK hear the devastating news that they have cancer. Vital cancer treatment frequently starts immediately, can last up to three years and often leads to children losing their hair.
"CLIC Sargent provides clinical, practical and emotional support to help children and young people cope with cancer and its treatment and we’re delighted that these dolls now provide a toy for children with hair loss that reflects their experience and could help them feel less isolated."