Kidz Entertainment/EEMC has announced an important extension of its partnership with MGA Entertainment’s Bratz brand. From July 1st this year it will represent Bratz in Eastern Europe, where Kidz Entertainment/EEMC now has five offices. Kidz Entertainment/EEMC was the first agent in the world to sign up to the Bratz phenomenon when it first launched in mid 2001 and has helped build it to its current success worldwide.

Kidz Entertainment/EEMC’s Morten Geschwendtner said of the deal, ‘This is my ‘baby’ as I have been involved with Isaac Larian since he presented the first four dolls in the Hong Kong showroom at Hong Kong Toy Fair back in January 2001, so I’m very excited about this extension of our agreement. At the start, Bratz was a fashion doll property. Now it’s a fully rounded entertainment brand with TV, movies, publishing, games etc. Bratz is already huge in Russia so we are confident that it will be as big in Eastern Europe as it is in the Nordic territories. We’ll be working closely with MGA and its local distributors to build a long term plan to bring all aspects of the brand together in these new markets in order to grow the brand to its fullest potential… and beyond.’

Kidz Entertainment/EEMC’s Anna Lisa McBride added, ‘This is an important piece of the jigsaw for us. It’s another step towards our long term plan of managing top brands in Nordic and Eastern European territories and to serve the countries as one major region.

“Kidz Entertainment/EEMC has had a strong passion for Bratz from the very start, and we are thrilled about their expanded role in representing the brand in Eastern Europe,” said MGA Entertainment President and CEO Isaac Larian. “Their understanding of the children’s marketplace is second to none and, they know Eastern Europe and its growth potential like none other.”