According to the U.K.’s January NPD Report, the market share for MGA Entertainment’s hip chick Bratz brand has increased 18% from its 2005 standing.
‘Bratz has been the number one doll property in the U.K. for 18 consecutive months,’ notes MGA CEO Isaac Larian. ‘Bratz is also the number one doll property in the US, as well as in many countries around the world. We expect with the introduction of our fall line, that the gap between Bratz and its nearest competitor will grow even wider.’
Since Van Nuys, Calif.-based licensing force MGA Entertainment launched the Bratz in June of 2001, the property has gone on to become a highly successful toy line and girls’ lifestyle brand across the globe. The girl-powered creations have scored the FamilyFun magazine Toy of the Year award for four consecutive years and with more than 350 licensees worldwide cooking up new and fashionable tie-ins including apparel, footwear, accessories and entertainment properties, it looks like the Bratz will continue as a hot ticket for MGA.