News

Bratz enters toy/web hybrid territory with Be-Bratz.com

Looking to piggyback on the theatrical release of its first feature film (launching in the US this weekend), MGA Entertainment is glamming up flagship brand Bratz's website, adding more games, music and a virtual world.
August 2, 2007

Looking to piggyback on the the theatrical release of its first feature film (launching in the US this weekend), MGA Entertainment is glamming up flagship brand Bratz’s website, adding more games, music and a virtual world.

Full access to Be-Bratz.com is unlocked via a USB key disguised as a necklace that is being packaged with one of three new Bratz fashion dolls. The key unlocks an online application that allows users to create their own character and play and chat with other users in a virtual Bratz world.

MGA intends to add new features to the site on a monthly basis, and the toyco is monitoring online exchanges to provide a safe environment for girls ages six and up.

Each of the three Be-Bratz.com dolls (US$29.99) come complete with a mouse, mouse pad and necklace/USB key.

About The Author
Gary Rusak is a freelance writer based in Toronto. He has covered the kids entertainment industry for the last decade with a special interest in licensing, retail and consumer products. You can reach him at garyrusak@gmail.com

Menu

Brand Menu