Bratz, the popular dolls brand, is being turned into a Hollywood film to broaden its appeal as a global lifestyle brand for young girls.
MGA Entertainment, the US consumer products company, has teamed up with Avi Arad Productions and Crystal Sky Pictures, to bring the dolls to the cinema.
MGA launched the hugely successful Bratz brand in June 2001. Since then it has become a market-leading toy and girls’ lifestyle brand worldwide.
As part of the deal, Crystal Sky Pictures will finance a live action film based on the Bratz characters. MGA says that a screenplay, under the working title of “Bratz”, is being written with filming due to begin late this year.
Bratz is one of the biggest-selling toy franchises in the world and has a wide variety of spin-off products. Earlier this year the brand was extended into fashion clothing for young girls (MW March 16). The range, called Bratz Couture, is aimed at eight- to 12-year-old girls and includes T-shirts and jackets based on the dolls’ outfits. It is due be rolled out in the US in July.
Further products under the Bratz brand include a magazine, a cartoon series, DVDs and videogames, as well as a music album. The brand has over 400 licensees worldwide and is distributed in more than 65 countries.
Vivid Imaginations has held the rights to market Bratz in the UK and Ireland since 2004. According to NPD Retail Audit UK figures released earlier this year, Bratz outsells its nearest rival Barbie by two to one, with a 63.4% market share. The Bratz brand recorded a year-on-year increase of 44%, establishing itself as the number one UK toy brand.