MGA Entertainment, Inc. gains Moxie as it loses its Bratz.
The California-based entertainment products company is launching a new line of dolls called Moxie Girlz, intended to inspire tween girls to “embrace their individuality.”
Mattel Inc., is taking over ownership of Bratz after a four-year court battle. Barbie-maker Mattel sued MGA in 2004 for copyright infringement, saying Bratz designer Carter Bryant developed the line while working for them. A jury decided in Mattel’s favour last year.
MGA Entertainment began developing Moxie Girlz, targeted at girls six to 10, last year. The line was designed around consumer feedback and market research from girls and moms, said Diane Goveia-Gordon, president of MGA Entertainment Canada.
“We believe it’s really relevant to today’s girls and does all of the things we want it to do, which is inspire them to be confident and creative and energetic,” she said.
Using the Moxie doll tag line “Be True. Be You” TV, online and in-store materials developed out of the company’s Los Angeles office will support the launch starting next week.
In addition, MGA has partnered with Teletoons for on air/online promotion around its new show called Majority Rules, which follows a 16 year-old girl who becomes the mayor of her town.
Goveia-Gordon said Moxie Girls isn’t meant to replace Bratz but gives girls another fashion doll brand that could re-engage them in a way that’s relevant to them.
The success of the line may be crucial to MGA, whose revenue from Bratz was estimated to total around $400 million U.S.
MGA had marketed the doll since 2001, and built the brand to include more than 40 characters with spin-offs such as Bratz Babyz, Bratz Petz, Bratz Boyz and items like bike helmets, backpacks and bed sheets.
