LICENSING NEWS

MGA Entertainment gears up for Bratz re-launch

Published on: 11th June 2015

MGAE  is refreshing its blockbuster Bratz brand and has several new licensing partners. 

Bratz-wordpressAdditional licensing partners signed on for the re-launch of Bratz include Aykroyd & TDP Licensing, Blues Clothing, BC International, Character World, Kinnerton Confectionery Company, MV Sports & Leisure and Sambro.

Isaac Larian, CEO, MGA Entertainment, said: “During just the past 15 years, MGAE has created two major global brands (Bratz and Lalaloopsy) from scratch. Since its purchase in 2006, MGAE has also grown the Little Tikes brand to consistently appear on top 10 best brands worldwide lists. MGAE is on track to bring a few more incredible brands to the toy market in the next few years. Project Mc2 is one of them, and a blockbuster.”

Nicola Mellor, UK Bratz brand manager, added: “2015 is an exciting year for MGAE and we’re looking forward to bringing back one of our most successful brands. The audience of 2015 is very different to the audience of 2001 – when we originally launched Bratz – and the brand and launch campaign will reflect that.”

MGAE has partnered with several leading agencies to support the re-launch of Bratz, including Generation Media and Carousel PR & Events. Internationally, the company is working with Droga5 and Haworth Marketing + Media.

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