Lionsgate Takes on MGA’s Yummi-Land

SANTA MONICA, February 13: MGA Entertainment’s bestselling
line of sweet-scented dolls, Yummi-Land, is getting an animated treatment for a
direct-to-DVD release, with North American home entertainment distribution to
be handled by Lionsgate.

The new deal builds on the existing relationship between
Lionsgate and MGA; the independent studio represents the exclusive North
American home entertainment distribution rights to animated and direct-to-DVD
features based on MGA’s popular Bratz toy line. Lionsgate also acquired, from
Crystal Sky Pictures, the U.S. distribution rights to the live-action feature
film Bratz: The Movie.

Yummi-Land is the fastest-growing non-Bratz property for MGA
and ranks within the top 10 of all U.S. fashion dolls and accessory brands. The
first DVD release under this new deal, Betsy Bubblegum's Journey Through
Yummi-Land, will premiere this fall and
will be supported by an entire series of new Yummi-Land toys featured in the
movie.

"Expanding our relationship with MGA for their other
properties was a priority for us when we signed the Bratz deal," said
Lionsgate’s president, Steve Beeks. "The phenomenal success they have had
in such a short period of time with Bratz and Yummi-Land proves that there is
no company better attuned to what today's girl is looking for than MGA.
Yummi-Land is a wonderful property that lends itself perfectly to the type of
high quality, engaging direct-to-DVD feature that has become the trademark of
our children's and family division."