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 Barbiegirls.com launch earlier this year (MW May 3).

The new Bratz social networking site will be called Be-bratz.com and will be joined by a related site called Myepets.com. 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).

MyePets.com 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 Be-Bratz.com and Myepets.com, 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.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now