MGA launches new fashion dolls

MGA is beginning its post-Bratz fight-back, with a new line of fashion dolls called Moxie Girlz.
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The line is targeted at girls ages 6 to 10, and has just launched in the US with a nationwide roll-out later this month.

The dolls have a subtler look than Bratz, which have previously been criticised for being dressed too provocatively.

The success of the line is crucial to MGA following the loss of its four-year court battle against Mattel, which is taking over ownership of Bratz.

Moxie Girlz come in several different styles - Jammaz, in pajamas, come with a guitar and a microphone; Art-titude come with shoes and a bike you can draw on and Magic Hair with changeable hair.



Fashion dolls

Once dominated by the titanic tussle between Bratz and Barbie, the £112m fashion dolls sector is changing, with licensed lines, particularly from Disney beginning to dominate. NPD offers more insight?

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