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13 May 2005
Bratz extends lead in fashion doll war. April retail audit data from NPD Inc confirms that Bratz has further extended its lead in the fashion doll sector with a 46.3% share. Fuelled by strong sales of Bratz Sportz,Candyz and Babyz, the brand continues to demonstrate ongoing growth potential with sales up 53% Jan-April vs 04.
Despite stock shortages due to unprecendented consumer demand , no less than seven different Bratz dolls made the Top 50 all-product sales chart for April with Candyz and Babyz making the Top 10. " We continue to be amazed by the ongoing growth in market share of the Bratz brand," states Vivid's Licensing and Marketing Director Emma Sherski. "What's so exciting is the fact that the best is yet to come with the launch of the Rock Angelz theme in Q3 which we hope will take our market share beyond 50% before Christmas."
Bratz sales in April were boosted by a high profile design promotion run in conjunction with Nickelodeon on TV and website which has generated an unprecedented level of entries. Coupled with ongoing heavyweight TV advertising on no less than seven different themes the Bratz brand has maintained an ongoing high profile with young girls and is now performing very strongly on lifestyle merchandise beyond the doll line. Vivid anticipate retail sales on Bratz toys alone to reach £110 million in 2005.
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