MGA to make bedding, apparel & other accessories for JAKKS Pacific

17 Oct '05

2 min read

Assorted toys and figures maker JAKKS Pacific Inc has signed a licensing agreement with MGA Entertainment INC to develop and market products based on the top-selling girls Fashion Doll and entertainment property Bratz for categories including pet toys, accessories, snacks, treats, bedding and apparel. The Bratz-licensed product line will be marketed by JAKKS' new pet division, JPI(TM), and is expected to ship to retailers nationwide in 2006.

Stephen Berman, President and COO, JAKKS Pacific Inc states that from a retail perspective, the pet category continues to show explosive year-over-year growth. To further propel sales, they continue with their proven business strategy of applying the right licenses to the right products. Fashion trends are an important element in the pet category, and the Bratz property fits perfectly into the model of understanding first what children want for themselves and consequently, for their pets.

Isaac Larian, CEO of MGA Entertainment includes that Bratz has achieved tremendous awareness within the girl's category in a short period of time with extensive entertainment and retail support combined with massive sales numbers to support it. They are constantly looking for new opportunities to push the brand to the next level and becoming a part of JAKKS' licensed pet program is a key next step.

JAKKS Pacific expects to begin shipping the new Bratz pet products in 2006 to mass markets, specialty stores and national pet retailers nationwide.

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