MediaVest Manchester is handling the UK tranche of the multi-million pound global launch of Bratz Rock Angelz dolls. Bratz Rock Angelz is planned as a major assault on the fashion dolls market this year for MGA Entertainment, owner of the Bratz brand, with several companies coming together to license the brand for various products.
The Bratz Rock Angelz range launches first in the UK later this month and is rolled out in the US next month, with the rest of the world to follow later. The integrated launch campaign, which breaks at the end of this month, includes television, radio, outdoor, online, in-store promotions and PR activity.
The Rock Angelz range includes “1970s rock-themed” dolls from Vivid Imaginations, singles and a 14-track album from Universal Music, a DVD by Twentieth Century Fox and a video game by THQ Interactive. The first Rock Angelz single will be released in September.
MGA hopes the range will make “international rock sensations” of the characters Cloe, Jade, Sasha, Yasmin and newcomer Roxxi. Each doll comes with accessories and a CD featuring tracks from the Bratz Rock Angelz album and a preview of the video game. The Rock Angelz range also includes toys and games, stationery, bikes and in-line skates, all produced by Vivid Imaginations on licence in the UK.