Bratz: Twentieth Century Fox has entered into an agreement with MGA Entertainment under which Fox has acquired rights to produce a live-action/animated feature film based on MGA's phenomenally successful BRATZ(TM) fashion dolls. In addition, Twentieth Century Fox Home Entertainment will distribute an original BRATZ movie currently in production by MGA Entertainment and designed to debut in the home entertainment marketplace later this year. The deal was announced today by MGA Entertainment CEO Isaac Larian and Jim Gianopulos, Chairman of Fox Filmed Entertainment.
BRATZ, The Girls with a Passion for Fashion(TM), has remained the most popular fashion doll brand worldwide since its introduction in mid-2001, with a market share that continues to grow daily. In less than three years BRATZ and its 200 licensees worldwide have set the new standard of a girls' lifestyle brand. Its unprecedented success also encompasses honors such as 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.
Commented Isaac Larian: "BRATZ are a worldwide lifestyle phenomenon that appeals to girls of all ages. We decided to do the movie with Fox because of the passion Fox executives showed for the property, as well as Fox's worldwide reach and commitment in all forms of media including motion pictures, television, and home video."
Added Jim Gianopulos: "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."
Mike Dunn, President of Twentieth Century Fox Home Entertainment, noted: "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."
MGA Entertainment, a Consumer Entertainment Products company with headquarters near Los Angeles, designs and manufactures innovative lines of proprietary and licensed products.
A recognized industry leader, Twentieth Century Fox Home Entertainment is the marketing, sales and distribution company for all Fox film and television programming on VHS and DVD as well as video acquisitions and original productions for the U.S. and Canada. Each year the Company introduces hundreds of new and newly repackaged products, which it services to more than 70,000 retail outlets -- from mass merchants and warehouse clubs to specialty stores and e-commerce -- throughout North America. Twentieth Century Fox Home Entertainment is a unit of Fox Filmed Entertainment, a unit of Fox Entertainment Group.
Twentieth Century Fox is a unit of Fox Filmed Entertainment, a unit of Fox Entertainment Group.