The introduction
MGA Entertainment, the head company of the L.O.L. Surprise dolls that started the craze for out-of-the box toys, has made a big move with its former fashion trendsetter, The Baez Dolls: Miniverse with two new brands and several new products.
Mini fashion baby
MGA Entertainment is launching Bratz Minis® and Bratz Mini Cosmetics in 2022, the 21st anniversary of the launch of Bratz Dolls. "These two brands share the same bold fashion attitude and detail," says Isaac Larian, founder and CEO. The size is small, but the details are not sloppy, and the size is easy to collect. "The new products are different from what the industry and toy collectors have seen in the past, and all the functions are practical," he said.
Launched as a mini mystery bag, the Mini Bratz collection comes in two 5cm tall Bratz dolls in a classic trapezoidal packaging style for full-size dolls. And the box can also be used for the doll's display to avoid the waste of packaging materials. The first series includes 24 dolls in different shapes.
The Bratz Mini Makeup collection also comes in the form of a trapezoidal mystery bag (blind box), which includes two practical mini makeup items, including eye shadow, lipstick, eyebrow coloring, and so on. Packaging can also be used as a product display stand. The first series has 16 different mini cosmetics to collect.
Both collections will be available next month in the U.S. and in major markets around the world (China as well) for $9.90. TikTok, Instagram and YouTube will be Posting announcements to build buzz around the new product.
It is the first of MGA's Miniverse™ collectible toy line, and is expected to take the company's beloved brands and make them into a "mini universe" that will appeal to both adults and children.
MGA entertainment launched the line in a similar context to the L.O.L. Surprise dolls, inspired by popular online videos. It was in video search that the company found mini toys and other everyday objects in a wide variety of shapes, styles and categories in more than 75 million popular short videos that the micro collection craze began to pick up momentum. The list of brands currently in the running for "Mini-universe" is: Little Teck, L.O.L. Surprise Dolls, Rainbow High School.
Moose Toys' Shopkins became popular around the world in 2016, with sales reaching 600 million in the same year. Moose Toys won the Us Toy Sales Champion and the American Toy Awards for Best Girl's Toy. China's small ling toys and other well-known toy masters, bloggers have also made the series of toys unbox video.
Of course, the above two collections are mini and collectables as selling points, and MGA Entertainment is the first in the mini toy field to propose a systematic, cosmic.
"Universalization" is also a hot trend in licensing in recent years. Each major licensor systematically classifies its individual IP with similar characteristics and story connections into the so-called universe system, which can be packaged and sold in the later commercial operation. For example, after Nezha exploded in China, China put forward a "deified universe". But this has happened all the time in Hollywood, not to mention in the Marvel Universe. Wizarding World, a new IP for the Wizarding universe, includes Harry Potter and Fantastic Beasts and Where to Find Them.
All of these universes are supported by a wealth of movies, games, TV and more. But the good news is that The Bratz brand itself has hundreds of doll images and stories to build on. The brand launched in 2001, with the ultra bold street beauty girl's image, subvert barbie doll dignified, noble perfect person set, sales exceeded Barbie for a time. In 2005, Mattel sued MGA Entertainment, beginning a copyright battle that lasted more than a decade. Because of the lawsuit, the Bratz dolls quietly disappeared from shelves for several years, only returning to the market in early 2010 to mark the brand's 10th anniversary. In 2013, Bratz underwent a facelift with a new logo and a complete overhaul in 2014 in an effort to return the brand to its roots.
The Dolls now have their own Youtube channel, an expanded social media presence, a stop-motion animated web series, and an app for all tablet and smartphone devices that allows kids to interact with the Baze characters and their world.
Post time: Jul-20-2022
