BRATZ Fashion Dolls Report Remarkable Market Share Growth In Canada!

TORONTO--(BUSINESS WIRE)--May 25, 2005--MGA Entertainment's BRATZ(R) fashion dolls report a steep rise in market share in Canada for the 12 weeks ending April 16, 2005. ACNielsen Toytrack data reported that for this recent 12-week period, the BRATZ market share rose to 38.2%, up dramatically from 14.6% for the same period last year. The nearest competitor to BRATZ lost significant ground with their market share dropping to 46.1%, down from 69.9% for the same period last year.


"Our Canadian team has done a great job to advance Bratz towards being the No. 1 fashion doll for tween girls in Canada," said MGA Entertainment CEO Isaac Larian.

"We are very excited about the progress that Bratz is making in Canada and are looking forward to building on this momentum with our largest and most innovative fall line ever," said Diane Goveia-Gordon of MGA Entertainment Canada.

The wildly popular BRATZ fashion dolls have been sold in Canada and worldwide since 2001 and rose to become the No. 1 fashion doll brand in both the U.K. and Australia over the past year. The brand is now sold in over 65 countries worldwide.

MGA Entertainment, a consumer entertainment products company headquartered in Van Nuys, California, manufactures innovative lines of proprietary and licensed products, including toys and games, dolls, consumer electronics, home decor, stationary and sporting goods. BRATZ was introduced in June 2001, and has since become one of the world's premier toy lines and girls' lifestyle brands. The BRATZ brand is also noted for having won Family Fun Magazine's Toy of the Year Award four years in a row. With over 350 licensees worldwide, BRATZ brings together innovative companies and cutting-edge fashion styles to create exciting new products in apparel, footwear, fashion accessories and so much more. Please visit: www.mgae.com, www.bratzpack.com

Source: ACNielsen ToyTrack, National All Channels, 12 weeks ending April 16, 2005