It’s all about girl power for the MGA Entertainment, which is launching its fashion doll follow-up to Bratz, Moxie Girlz.
MGA found that the tween demo wanted to see more content related to decorating, fashion and makeovers for people their age. So with with its brand motto ‘Be True! Be You!’ the toyco is hoping Moxie Girls will provide an outlet for creative and fashion play.
The line is launching with four characters – Lexa, Avery, Sasha and Sophina – with their own style and story, and girls can interact with them through three different themes, from art (personalizing the dolls’ clothes), hair (creating styles for their dolls’ hair and their own) and music.
A range of accessories and games will also be available, from the Moxie Girlz Art-itude Airbrush Fashion Gallery, Moxie Girlz Magic Hair Salon and the Moxie Girlz Jammaz Sleepover Kit.
The lines will hit retail shelves nationwide on August 15, with prices ranging from US$10.99 to US$29.99. For more information, check out http://moxiegirlz.com.