The case of dueling doll divas is about to hit the bigscreen.
Bratz fashion dolls, the phenom that have been eroding Barbie sales, are now entering Barbie's newest arena of stardom: movies.
Fox will produce a hybrid live-action/animated feature film based on the line of dolls, to be preceded later this year by a traditionally animated DVD premiere movie that is in production.
Deal was announced during the annual Toy Fair in New York Thursday by MGA Entertainment CEO Isaac Larian and Jim Gianopulos, chairman of Fox Filmed Entertainment.
Since L.A.-based MGA Entertainment introduced the Bratz line in 2001, they have become the most popular fashion doll brand worldwide, with more than 25 million dolls sold and 200 licensees for merchandise.
"We decided to do the movie with Fox because of the passion Fox executives showed for the property, as well as Fox's worldwide reach and commitment in all forms of media including motion pictures, television and homevideo," said Larian.
Gianopulos described the dolls as more than just toys. "They reflect the cultural diversity and contemporary style that kids relate to. That kind of success and impact on young people make the property a natural as a major motion picture, and we look forward to turning the Bratz into major motion picture stars."
Fox Home Entertainment prexy Mike Dunn said that positioning the DVD premiere movie in advance of the theatrical release will allow Fox, MGA and licensees to "create a huge retail and pop culture event."
Bratz have been named Family Fun's toy of the year three years in a row and the Toy Industry Assn.'s People's Choice toy of the year in 2002 and 2003.
Mattel has released a Barbie CGI animated DVD premiere movie each year since 2001, selling about 10 million copies of the first three titles through Lions Gate Home Entertainment (formerly Artisan). A fourth title in which Barbie toplines, a retelling of "The Prince and the Pauper," is set to be released this year but no distributor has been named yet.
Toy company Lego and Miramax partnered last year on the CGI-animated DVD premiere movie "Bionicle: Mask of Light," based on the popular Bionicle toys, for which a theatrical production is also being developed to follow a second DVD premiere movie later this year.
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