Lionsgate exclusive distributor for Bratz DVDs

New Randolph

Video Business

December 5, 2007

Lionsgate and MGA Entertainment strengthened their distribution partnership for the 6-year-old Bratz franchise, which has grown from a product line of fashion dolls to an array of children's products, music albums and theatrical and home video titles.

Under the new agreement, Lionsgate will be the sole U.S. distributor for the entire Bratz DVD catalog—including the five titles previously distributed in the U.S. market and two new Bratz animated DVD titles in 2008, which Lionsgate also will distribute in Canada and the U.K. The first title, Bratz Kidz Fairy Tales, debuts in February. The deal also covers video-on-demand and electronic sell-through rights.

Later this year, Lionsgate will release new Bratz interactive DVDs, based on an agreement with Bratz licensee XLT.

“The Bratz brand continues to dominate the North American market, and we believe that there is unlimited growth potential in the U.K., where the brand has been a true phenomenon,” said Steve Beeks, Lionsgate president and co-chief operating officer. “By presenting all home entertainment products under one roof, including new digital platforms, we are encountering far greater opportunities to increase catalog sales and brand awareness.”

“The combination of our two companies brings an unprecedented understanding to the kids’ entertainment market,” MGA Entertainment CEO Isaac Larian said. “We are very pleased to be extending our distribution agreement with Lionsgate, as we believe the success that we have started with our DVD releases will only continue in the future as we develop new formats and expand into international markets.”

Since being introduced to the market in 2001, millions of Bratz dolls have been sold worldwide and more than 4 million DVDs have been shipped in just the past two years.

MGA recently reported that more than 500,000 CDs have sold, as well as a No. 1-selling album on the Billboard Children’s Chart. Over the course of 2007, MGA has offered spin-off products such as Bratz magazine, a top-rated animated series on 4 KidsTV, a number of videogames, multiple lines of clothing, footwear and other accessories placing the Bratz franchise into the category of a pop culture phenomenon.

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