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27 April 2006
Bratz holds number one slot for 14 consecutive months in UK - Vivid Imaginations , the UK’s number one toy company , has maintained Bratz as number one brand in the total market for 14 consecutive months according to latest data from NPD UK Retail Audit . Moreover Bratz Fashion Doll market share was recorded at 61.4% for March.
NPD also confirmed that 9 of the Top 50 toys in the UK market in March were Bratz dolls with lead items including Bratz Genie Magic , Bratz Babyz Hair Flair and Bratz Birthday.
Now in its fifth year in the UK market , the Bratz brand seems set for its biggest year ever as retail sales track 34% ahead year on year , fuelled by powerful TV advertising , three DVD direct-to-retail events in 06 and a highly successful Bratz TV series leading the ratings commercial broadcaster CiTV.
“ Without doubt we are witnessing the emergence of a new toy superbrand ,” states Nick Austin , Vivid Imaginations CEO and co-founder . “ The competitor brand now has less than half of Bratz fashion doll share …that is just mind-blowing when you think of how things used to be for past 45 years . With DVD-driven Bratz Diamondz set to drive Q4 sales even higher we may be looking at Bratz owning over 65% of fashion doll sales here in the UK and Ireland by year end .”
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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