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.


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