Dolls brand Bratz to launch range of electronic devices

Dolls brand Bratz is moving into consumer electronics launching products aimed at its target market of fashion-conscious eight- to 13-year-old girls.

The range, called “Plugged In”, includes a lipstick-shaped MP3 player, a telephone in the shape of lips and a “handbag” music player.

The products mark a major diversification for the brand from fashion dolls, which account for 56.6 per cent of the UK fashion doll market, after knocking Barbie off the top slot in 2004.

The products are being marketed as the ultimate in design for young, trendy girls.

Computer and video games distributor Andromeda Entertainment has signed a deal with US-based MGA Entertainment to handle the UK launch, marketing and distribution of Plugged In.

Andromeda Entertainment new business development director Alastair McHarrie says: “The ‘Plugged In’ range is a huge opportunity for retailers. It combines the edgy, cool appeal of the Bratz fashion dolls with consumer electronics to create a product range that has aspirational appeal to fashion-conscious young girls.”

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