Sakar International has announced a global licensing agreement to develop a new collection of branded electronics for MGA Entertainment’s Bratz fashion-doll line.
The agreement is part of an upcoming makeover of the Bratz franchise spanning updated doll personalities as well as a broad selection of branded toys, content and consumer products.
Sakar is developing multiple SKUs ranging from earbuds, headphones and bluetooth speakers to action cams, smartphone cases, flash drives, password diaries, power banks, walkie talkies and a portable sing-a-long karaoke device moulded to resemble the Bratz doll lips.
Juli Boylan, global head of licensing, MGA Entertainment, said: “Our new Bratz rollout is going to be a large-scale campaign that will not only update the Bratz doll family but also seed the market with a full spectrum of licensed products and drive exposure through both traditional and online channels. Our licence partners are going to play a pivotal role in the effort. Sakar’s extensive experience with tween brands, specialisation in tween electronics, and creative design ideas make them a strong choice for the electronics component of the campaign.”
Liza Abrams, Sakar VP of Licensing, added: “Young girls have embraced Bratz dolls for years, and this makeover promises to rekindle interest in the brand with its focus on fashion self-expression, individual style and the interests of today’s tweens. It has all the elements for a successful reboot that will also drive demand for licensed products in multiple categories.”
Sakar’s branded Bratz products are expected to hit store shelves next spring.