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MGA Entertainment begins Bratz re-launch
By Adnews Staff
MGA Entertainment is conducting a re-launch initiative for its Bratz line of dolls. The brand re-launch will include entertainment content in the form of stop-motion animation by Stoopid Buddy Stoodios, as well as a mobile application developed by Droga 5, a collection of emojis and a redesigned line of toy sets. The effort also includes an original song called "Bratz What's Up," which was recorded by pop singer Skylar Stecker and is being sold online.
"Bratz have always led the industry in providing a diverse collection of dolls that offer girls a way to play as creatively as possible," said Isaac Larian, CEO of MGA Entertainment. "What makes the new Bratz collection so unique is that we've also included immersive ways for girls to create their own worlds physically and digitally. Bratz is back to arm girls with the confidence to know that it's good to be yourself and it's good to be a Bratz."