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February 11, 2013 at 10:17 AM EST
BRATZ Dolls Stand Tall For A New Generation
2013 Is The Year Of The Bratz - Savvy, Bold And Beautiful

LOS ANGELES, Feb. 11, 2013 /PRNewswire/ -- Cloe, Jade, Sasha and Yasmin are reaching new heights as the cool and cutting-edge Bratz dolls take on a taller size with the start of the New Year.  Always looking for ways to shake things up, the next generation of the teenage foursome will sport a 2-inch taller scale, while maintaining their now-ubiquitous beautiful and bold look.  

Ever since their earliest introduction in 2001, the Bratz dolls quickly set themselves apart as innovative, inspiring and independent and capturing the hearts of girls the world-over with their unique, almond-shaped eyes, innovative fashions, strong friendship and cutting-edge style.

Under the campaign banner Unleash Your Passion, the Bratz dolls increase in size from their original 10-inch scale to a taller 12-inch frame allowing for a wider array of fashion design opportunities as well as enhanced articulation for increased playability.

To help introduce the next generation Bratz dolls, MGA Entertainment will launch a special Real Bratz campaign, showcasing girls that exemplify the dolls' commitment to taking charge and seeking positive change.  In addition to saluting Real Bratz girls who demonstrate such Bratz-defining characteristics as academic excellence and dedication to their friends, family and community, the campaign will also honor women who are leaders in such fields as business, politics and entertainment to help inspire and encourage today's generation of  girls to continue to move the world forward. 

"Successful women know how to think outside the box and celebrate diversity, independence and equality.  They are savvy, self-confident and poised.  Their career paths began when they were young girls, driven to succeed in their studies and serve as contributing members of their communities.  These are the very traits that define the Bratz dolls, and we look forward to building a connection between today's girls and many of our country's most groundbreaking women through the Bratz experience," said Isaac Larian, CEO of MGA Entertainment.

About MGA Entertainment, 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 decor, stationery and sporting goods. The MGA family includes award-winning brands such as Little Tikes®, Lalaloopsy™, Bratz®, Bratzillaz™, Novi Stars™, Moxie Girlz™, and Zapf Creation®. For more information please visit: www.mgae.com, www.littletikes.com, www.lalaloopsy.com, www.bratz.com, www.bratzillaz.com, www.novistars.com, and www.moxiegirlz.com

SOURCE MGA Entertainment

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