Promotional campaign backs Bratz Diamondz

Bratz is gearing up for a major marketing push this autumn to back a range of new products branded Bratz Diamondz.

MGA Entertainment, Vivid Imaginations, Contender Home Entertainment and THQ will roll out a raft of products under the brand. These will include a DVD movie, playsets and video games.

Also among the launches are Bratz Babyz Lil’ Dancing Divas – sound-activated, battery-powered dolls that move and shake. There is also the Bratz Babyz Karaoke Concert Playset, which features Bratz Babyz dancing in pods.

Television, press, online and point-of-purchase activity will support the launches. The video games will be rolled out in formats including PlayStation2 and Nintendo GameCube DS. Each Bratz video game will be supported by above- and below-the-line activity and cross-promotions with Bratz partners.

The Bratz Diamondz dolls are packaged with a real diamond for girls to wear. The dolls were rolled out in the summer, but the brand push and other products will appear this autumn.

Bratz dominates the UK fashion doll market with over 65% market share (NPD July). A raft of product extensions has been rolled out under the brand, including a clothes range (MW March 16).

Earlier this month, a Bratz-branded games console was launched, called Miuchiz – pronounced Mee-U-Cheese (MW September 7). It enables users to play games and meet online.

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