MGA Re-Launches Bratz

MGA Entertainment's Bratz fashion doll franchise will return to store shelves this summer, with Toys 'R' Us launching an exclusive pre-sale of the new collection, Monday.

April 6, 2018

MGA Re-Launches Bratz

MGA Entertainment's Bratz fashion doll franchise will return to store shelves this summer, with Toys 'R' Us launching an exclusive pre-sale of the new collection, Monday.

"Bratz is back and we're extremely excited to be partnering with the world's leading dedicated toy retailer to help reintroduce Bratz to our super fans and a whole new generation of girls," says Bruce Morrison, executive vice president and global sales and licensing, MGA Entertainment.

MGA retained the rights to the brand in 2011 following a prolonged legal battle with Mattel, which asserted copyright infringement and theft of trade secrets. Since, the brand has struggled to recover, with some charging that the dolls were also too sexualized for its core demographic.

The brand has undergone a comprehensive overhaul and will now re-launch at retail this month beginning with the TRU pre-sale event, which will take place through July 25 and include a limited time gift with purchase.

To complement the new Bratz doll line, which

includes the familiar characters Cloe, Yasmin, Sasha and Jade, MGA has made a number of new additions that will launch throughout the fall. These include a specialty offering that will be available only at TRU and focuses on the Best Friends For Life theme and a reintroduction of a fan-favorite character, Raya, as part of the core five friends.

"We are delighted to support MGA Entertainment on the re-launch of their beloved Bratz brand as they introduce a new generation of customers to these fashion-forward dolls," says Melody Young, vice president, general merchandising manager, core toy and specialty retail, Toys 'R' Us, U.S.

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