Twentieth Century Fox and Los Angeles-based MGA Ent. (www.mgae.com) have made a deal for the studio to produce a live-action/animated feature film based on MGA's phenomenally successful Bratz fashion dolls. In addition, Twentieth Century Fox Home Ent. will distribute an original Bratz movie currently in production by MGA on DVD later this year.
Bratz, "The Girls with a Passion for Fashion," has remained the most popular fashion doll brand worldwide since its introduction in mid-2001, with a market share that continues to grow daily. In less than three years Bratz and its 200 licensees worldwide have set the new standard of a girls' lifestyle brand. Its unprecedented success also encompasses honors such as three consecutive Family Fun's Toy of the Year Awards and the Toy Industry Assn.'s People's Choice Toy of the Year Award in 2002 and 2003.
Commented MGA ceo Isaac Larian: "BRATZ are a worldwide lifestyle phenomenon that appeals to girls of all ages. We decided to do the movie with Fox because of the passion Fox executives showed for the property, as well as Fox's worldwide reach and commitment in all forms of media including motion pictures, television, and home video."
Added Fox Filmed Ent. chairman Jim Gianopulos: "The BRATZ dolls are a true phenomenon that has taken the toy/doll industry by storm. They are more than just toys; they reflect the cultural diversity and contemporary style that kids relate to. That kind of success and impact on young people make the property a natural as a major motion picture, and we look forward to turning the Bratz figures into major motion picture stars."
Mike Dunn, president of Twentieth Century Fox Home Ent., noted: "With the original DVD production coming before a theatrical release, we will be in the unique position of being able to build the market for Bratz programming prior to a feature film."
Bill Desowitz, former editor of VFXWorld, is currently the Crafts Editor of IndieWire.
