Bratz brand to be given hi-tech-style makeover

MGA Entertainment has announced a raft of new Bratz-branded products based around technology as it seeks to reinvigorate sales and consumer interest in the UK.

MGA is launching new Bratz video games, and is also ramping up its efforts online as it plays catch-up to Mattel’s successful launch earlier this year (MW May 3).

The new Bratz social networking site will be called and will be joined by a related site called Girls will be encouraged to build their own webpages, buy online in the virtual shopping centre and visit a dedicated gaming area.

It will also launch a range of Bratz-branded products such as necklaces with USB keys and a computer mouse. These will be sold with one of three different dolls. The move mirrors plans by Mattel to move into the technology sector with products such as the recently announced Barbie-branded MP3 player (MW July 26). is aimed at both boys and girls aged from six to ten years and offers an online world where children can breed and raise virtual pets while also networking.

Diane Goveia-Gordon, president of MGA Canada, says: “We’re bringing a number of new toy genres to market this season, including and, which take virtual, online worlds to a new level with state-of-the-art animation as well as games and activities that inspire creativity in children.”

The launches come as MGA Entertainment prepares to open its first dedicated UK office and bring the Bratz brand back under its control from Vivid Imaginations, which has held distribution rights to the toy brand in the UK since 2004.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here