MGA Entertainment Launches a New Line of Dolls To Celebrate 10 years

Toronto's venerable Windsor Arms Hotel was transformed into a Valley of the Dolls on October 7th, as MGA Entertainment's Bratz line celebrated their 10th anniversary.

Beneath glass chandeliers and amidst a constant flow of hard-to-resist hors d'oeuvres (prosciutto with fig and goat cheese, anyone?) members of the media got a first look at ten new Bratz dolls due to hit stores on 10-10-10.

The hotel's Tea Room, typically host to light afternoon luncheons, was the backdrop for Carrie, Shira, Ashby, Tyla, Adri, Lilliana, Joelle, Leora, Lydia and Shadi the new characters who boast the same sassy and fierce attitude as the original four Bratz who first appeared in stores in 2000. The dolls are diverse in ethnicity and personality, and have their own individual sense of style.

In addition to the new characters, the Bratz line has also expanded to include Bratz Party Dolls and Bratz Let's Talk dolls.

Party Dolls come ready to transition from afternoon shopping to all-night dancing, with two fashion-forward outfits and moveable knees, wrists, head, shoulders, waist, hips and elbows. Providing a more interactive play experience, Let's Talk Bratz feature voice recognition technology. The dolls can ask questions and understand responses, as well play games and share secrets.

The line has been wildly successful since its inception, flying off shelves and into the arms of little girls who can't get enough of the unique fashion, spunkiness, and steady flow of girl power.

The brand continues to draw comparisons to Mattel's Barbie! However, Laura Wiese, head marketing manager for MGA Entertainment Canada, told us that the two popular toys, Bratz and Barbie, are very different.

Bratz have always been so popular with girls because they look like other girls, said Wiese.

They're not just blonde dolls. You can really find a mixture of ethnicities, hair colours, really different names, really different personalities of the dolls that girls can relate to in a much larger way.

Bratz weren't the only toys being unveiled in the Tea Room. Before passing out slices of a spectacularly girly cake, Wiese gave media the lowdown on MGA's extension of the existing Little Tikes and Moxie Girls lines. Wiese also introduced three new brands being launched this season - Moxie Teenz, Lalaloopsy and Legend of Nara. This is the company's largest-ever launch in a single season.

The new lines will cover all the bases for the kids on your holiday shopping list this year. For girls over six, check out Moxie Teenz dolls. They're larger in size than Bratz and feature glass eyes, interchangeable wigs, and a variety of fashions. For little girls between the ages of three and seven, Lalaloopsy are soft and whimsical dolls perfect for cuddling. And yes, there is something for the boys. Legend of Nara features motorized toy bugs that can square off against each other in races and battles.

Jaclyn Tersigni
		About the author:
		Jaclyn is a 20-something journalism student at Ryerson University. She traded suburbia for the big city two years ago and enjoys navigating life as a single woman in Toronto. She’s a burgeoning foodie, a borderline music snob, a news junkie, and constant explorer of the world.
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