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13 March 2006
Bratz hits record market share in UK …outsells nearest rival 2 to 1 - NPD Retail Audit UK recorded Bratz fashion doll market share for February at 63.4 …more than double the share of nearest rival !!! Moreover the Bratz brand recorded a year on year increase of 44% and established itself as the number one UK toy brand overall for a straight thirteen month run . New product success again appears to be the key driver with Bratz Babyz Hair Flair , Bratz Birthday and Bratz Genie Magic all registering in the NPD Top 10 Toy Chart in their first full month in the marketplace . The success of Bratz Genie Magic doll sales is likely to be augmented by the eponymous DVD release next month . “Bratz trended performance is truly mind-blowing ,” states Vivid Imaginations Licensing and Marketing Director Emma Sherski . “ The brand is a mere four years old yet has blown away its nearest competitor and is now outselling 2 to 1 . This is the business equivalent of a new soft drink wiping CocaCola off the market …almost inconceivable …yet it has happened !! Bratz maker MGA Inc have “conceived the inconceivable” and must take great credit for this achievement .” Bratz UK performance is fuelled by a 52 week TV advertising presence with a staggering 10,000+ TVR campaign across 22 different product commercials . PR , promotions and high profile competitions with Viacom girl-focused TV channels also maintain the brand profile across the year . Two further DVD releases this year featuring Bratz Babyz and Bratz Diamondz will also drive brand sales , the latter featuring dolls that will be sold with a real diamond included for the recipient !! For further information contact Vivid Imaginations at info@vividimag.co.uk or check out www.bratz.com Vivid Imaginations is an independently owned toy and games design and marketing business based in Guildford UK and Kowloon,HK . The company manages a range of market-leading toy and games brands including Bratz, WWE , Fifi and the Flowertots , Pirates Of The Caribbean , Atmosfear , Spiderman and Winnie The Pooh . Vivid is the number one toy and game company in the UK , independently declared by retail audit company NPD Inc . MGA Entertainment, a consumer entertainment products company headquartered in Van Nuys, California manufactures innovative lines of proprietary and licensed products, including toys and games, dolls, consumer electronics, home décor, stationery and sporting goods. BRATZ was introduced in June 2001, and has since become one of the world’s premiere toy lines and girls’ lifestyle brands. The BRATZ brand is also noted for having won Family Fun magazine’s Toy of the Year Award four years in a row. With over 450 licensees worldwide, BRATZ brings together innovative companies and cutting-edge fashion styles to create exciting new products in apparel, footwear, fashion accessories, entertainment and so much more. Please visit: www.mgae.com, www.bratz.com
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