Principal: Isaac Larian, CEO, MGA Entertainment
Licensees include: Lionsgate Home Entertainment, THQ Interactive, Geffen Records, Rubies, the Singing Machine Co., Accessory Network, Modern Publishing
The story: Bratz is the brainchild of Carter Bryant, who first pitched his concept sketches to Larian in 2000, thus launching a global doll phenomenon, which officially debuted in summer 2001 with four full-lipped characters — Yasmin (based on Larian’s own daughter, Jasmin), Sasha, Cloe, and Jade.
The line subsequently expanded to include playsets, vehicles, accessories, collectible posters and a series of videogames, among other items.
Fast-forward to 2007 and Bratz now battles Barbie for the No. 1 position among girls ages 7 to 11.
No doubt many full-grown officials for the nearly 500 Bratz licensees worldwide will head to the multiplex on Aug. 3, when Lionsgate bows the live-action theatrical “Bratz: The Movie.”
POV: “Bratz has become the true No. 1 lifestyle brand for girls ages 7 to 11 in almost every country it is sold in around the world,” Larian says. “Very exciting.”