MGA Re-Launches Bratz

"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

"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.