MGA Births Big Screen 'Bratz'

Zap2It.com | May 16, 2006

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Bratz Genie Magic
Bratz Genie Magic
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Wildly popular toys will become a feature film

The only girls with a passion for fashion are heading to a theater near you.

MGA Entertainment, Inc., Avi Arad Productions and Crystal Sky Pictures are joining forces to bring MGA's popular "Bratz" franchise to the big screen as a live action feature film.

If you're over a certain age and lack either children or friends with children, you may not be aware of Bratz, which has become one of the biggest-selling toy franchises in the world since it launched in 2001. The tweener girls in skanky clothing with a shopping fetish have helped spawn a magazine, an animated series on 4 KidsTV, myriad DVD titles and videogames, plus a bestselling album on the Billboard Children's Chart and oodles of clothing, footwear and other accessories.

The "Bratz" screenplay is currently being written and the companies hope to have the movie lensing by this fall in the hopes of introducing a whole new subset of viewers to the makeup obsessed gals.

Arad, best known as the rule of the Marvel Entertainment empire, certainly knew all about Bratz.

"One of my first loves was the doll industry," Arad says in a statement. "'Bratz' allows me to revisit the girl's business. The 'Bratz' attitude and character will make an exciting and inspirational live-action feature."
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