Lionsgate Extends Partnership with MGA’s Bratz

SANTA MONICA, December 7: Lionsgate has expanded its
agreement with MGA Entertainment by picking up additional home entertainment
and VOD distribution rights to MGA’s Bratz
franchise in the U.S., Canada and the U.K.

The new extended agreement sees Lionsgate becoming the sole
U.S. distributor for the entire Bratz DVD
catalogue, including five titles previously distributed in the U.S. market.
Lionsgate will also distribute two new Bratz animated DVD titles in 2008 in the U.S., Canada and
the U.K., kicking off with Bratz Kidz Fairy Tales in February. Additionally, Lionsgate has gained the
North American VOD/EST rights for the Bratz catalogue and the VOD/EST rights for the U.K./Eire
for two new titles in 2008. Later this year, Lionsgate will release new Bratz
interactive DVDs based on an agreement with
Bratz licensee XLT.

The deal comes on the heels of the launch of Bratz: The
Movie on DVD, the first live-action feature
film based on the best-selling brand of fashion dolls. Since being introduced
to the market in 2001, millions of Bratz dolls have been sold worldwide, with over 4 million DVDs being shipped
in just the past two years.

“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
Lionsgate’s president and co-COO, Steve Beeks. “By presenting all home
entertainment products under one roof, including new digital platforms, we are
encountering far greater opportunities to increase catalogue sales and brand
awareness.”

“The combination of our two companies brings an
unprecedented understanding to the kids’ entertainment market,” said MGA
Entertainment’s CEO, Isaac Larian. “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.”

—By Kristin Brzoznowski