Virtual Bratz

Companies are flocking to market themselves in game-like and usually three-dimensional online virtual universes, and the brands owners, MGA Entertainment are stepping up to the virtual plate. 

Its online presence is good. Complete with a “passion for fashion” and a glint in their eyes that was surely spawned by a Spielberg Gremlin, the digital versions of the Bratz dolls are captivating entertainment for female pre-pubescents everywhere. The overall effect drives a powerful, identity-based message into the minds of the target audience and, of course, the pockets of unsuspecting parents.

There are games, downloads, movie trailers, magazine and TV previews, CD launches, E-cards, horoscopes and a perpetually proliferating product portfolio that must be the envy of competitors from Taiwan to Timbuktu. The Bratz Fan Club is also billed as something of a pre-requisite, and kids are encouraged to sign up by being tempted with such delights as exclusive downloads, the ability to create a virtual Bratz, and the chance to collect “Party Points,” which can be exchanged for even more downloads and “the hottest fashions” for their newly created cyber doll.

Will Bratz kick some virtual butt? I think we can all agree the answer is yes.