NOVISTARS2
Consumer Products

MGA plans summer roll outs for two new doll properties

This summer toyco MGA Entertainment is rolling out two new fashion doll properties - a Bratz spin off and a new cosmic-themed line called Novi Stars (sneak peak pictured).
June 14, 2012

This summer toyco MGA Entertainment is rolling out two new fashion doll properties – a Bratz spin off and a new cosmic-themed line called Novi Stars (sneak peak pictured).

Bratzillaz, the enchanted good witch cousins of Bratz, are set to launch at retail in July. In August, Bratzillaz will extend into the digital space with interactive content on Bratzillaz’ upcoming website www.bratzillaz.com, a newly designed website that will offer an immersive 3D experience including parallax scrolling, multi-platform games, augmented reality experiences and character bios. In a first for MGA Entertainment, Bratzillaz games will also be available on apps for smartphones.

More Bratzillaz entertainment will manifest throughout the year, including a series of original animated webisodes, music videos, and licensed consumer products.

The new Novi Stars cosmic-themed tween girls doll property will debut at retail in August. MGA has teamed with Justice stores nationwide as a key launch partner for the Novi Stars brand with an exclusive 360-degree marketing campaign that includes online, print media and in-store exposure.

Justice will carry the line of Novi Stars dolls and accessories and will unveil an exclusive line of cosmic Novi Stars apparel. Justice will support the launch of Novi Stars by featuring Novi Stars and the Novi Stars webisodes on in-store media screens, brand ads, in the Justice Catazine and on the Justice website, www.shopjustice.com.

Each Novi Star doll comes with a pet, a glow-in-the dark doll stand and a package handle that becomes an antenna headband for the girl.  Suitable for girls six years and older, the dolls are priced at US$19.99 each.

A Novi Stars website, www.novistars.com launches this month and offers an interactive platform featuring activities as well as doll character bio pages, daily blog posts and video blog webisodes that capture the adventures and experiences of the Novi Star characters. The first Novi Stars video blog will be released this month and the series will run through the end of December 2012

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