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Article: Bratz; Isaac Larian, founder-CEO, MGA Entertainment.(Special Report: Marketing 50)
- Article from:
- Advertising Age
- Article date:
- November 17, 2003
CopyrightCOPYRIGHT 2003 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Jeffery D. Zbar
For longtime doll queen Barbie, the sassy little upstart called Bratz is living up to her name.
The 9-inch knockout-with thigh-length hair, sultry eyes, puffy lips and removable feet for easy accessorizing-first strutted her way onto the fashion doll scene in 2001. This season, the doll earned her third straight spot on Toy Wishes magazine's list of the 12 most sought-after toys for the holidays, says Co-Publisher Jim Silver. "In the toy industry longevity is tough to achieve,'' he says.
Bratz is more than just a toy. Today, MGA Entertainment has some 200 worldwide licenses in place for the brand in everything from ...