The manufacturer of the popular Bratz doll launches a new line as a rival company gears up to take over its former doll.
Press Release Service – Wired PR News – The former maker of the popular Bratz doll is launching a new product following a lengthy legal battle that resulted in plans for rival toymaker Mattel Inc. to takeover the Bratz line. As reported by the Associated Press (AP), MGA Entertainment Inc. is set to launch their Moxie Girls collection nationwide August 15.
Paula Garcia, vice president of product design and development, is quoted by the AP as stating of the new line, “We wanted to make the doll a reflection of the consumer herself, not lavish, expensive, material things…The fashion is ‘everyday’ fashion as opposed to very lavish fashions.”
As noted in the report, the dolls are said to have a more toned down look than the Bratz and are targeted for girls ranging in ages 6 to 10. A major advertising campaign for the new products is reportedly set to be launched in September.
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