MGA Ent.s BRATZ recently burst onto the fashion doll scene to give Barbie a run for her money. Now it looks like the "girls with a passion for fashion" will be strutting their stuff in theaters and on home video.
Twentieth Century Fox has acquired rights to produce a live-action/animated feature film based on phenomenally successful toy line. The studio will also distribute an original, direct-to-video BRATZ movie, now in production by MGA, later his year.
Jim Gianopulos, chairman of Fox Filmed Entertainment, comments, "The BRATZ dolls are a true phenomenon that has taken the toy/doll industry by storm. They are more than just toys; they reflect the cultural diversity and contemporary style that kids relate to. That kind of success and impact on young people make the property a natural as a major motion picture, and we look forward to turning the BRATZ figures into major motion picture stars.”
Twentieth Century Fox Home Entertainment president Mike Dunn adds, “With the original DVD production coming before a theatrical release, we will be in the unique position of being able to build the market for BRATZ programming prior to a feature film. Working closely with MGA and their licensees, we’ll create a huge retail and pop culture event.”
Introduced in mid-2001, BRATZ has received three consecutive Family Fun’s Toy of the Year Awards and the Toy Industry Association’s (TIA) People’s Choice Toy of the Year Award in 2002 and 2003. In addition, the line was one of the biggest 2003 holiday sellers and has spawned a spin-off. BRATZ Pets will be making a splash at the Intl Toy Fair in New York City next week.