Bratz are back in exclusive with Toys “R” Us

A revamped lineup of the heavily litigated, occasionally controversial and highly profitable line of Bratz dolls has returned to retail.

MGA Entertainment announced that the Bratz – Cloe, Yasmin, Sasha and Jade – would return to store shelves this summer. To give fans of the brands the opportunity to reserve their doll of choice, MGA partnered with Toys "R" Us to offer an exclusive online pre-sell of the new core collection. Until July 25, the public will be able to purchase Bratz dolls on the Toys"R"Us website and receive a free gift.

"We are delighted to support MGA Entertainment on the relaunch of their beloved Bratz brand as they introduce a new generation of customers to these fashion-forward dolls," said Melody Young, vice president and general merchandising manager, core toy and specialty retail for Toys "R" Us U.S.

The redesigned dolls return to retail marks one of the more unusual odysseys in the toy world. The dolls were controversial from the start because of their overtly sexual design and features. Nevertheless, the dolls proved immensely popular and sales were strong. Then there was litigation with Mattel over which company owned the legal rights to the brand. MGA prevailed, eventually, and the dolls returned, but in a more modest version that did not perform as well.

The relaunched versions of the dolls bring back the skimpy outfits, large pouty lips and heavy eyeliner which contributed to their initial popularity. In addition, the company said to complement the core line there will be exciting new additions throughout the Fall season, such as a specialty offering available only at Toys "R" Us that focuses on the "Best Friends For Life" theme and a reintroduction of a fan-favorite character, Raya.

"Bratz is back and we're extremely excited to be partnering with the world's leading dedicated toy retailer to help reintroduce Bratz to our super fans and a whole new generation of girls," said Bruce Morrison, executive vice president and global sales and licensing of MGA Entertainment.

Check out the Bratz line at www.Toysrus.com/Bratz.