MGA Entertainment Launches Virtual Portal for Bratz Brand

LOS ANGELES, August 2: MGA Entertainment has launched Be-Bratz.com,
a new online portal based on the Bratz fashion doll line.

The portal debuted in beta format. Targeted at girls aged 6
and up, Be-Bratz.com allows users to own a virtual Bratz character, play with
and take care of an online pet, and interact with other users. The website is
accessible only with a special necklace that comes packaged with one of three
new Bratz fashion dolls, which are retailed at $29.99. The necklace doubles as
a USB key that unlocks the virtual Be-Bratz.com world. Once there, users can create
their own Bratz character and customize their 'MyPage'. Then, users can pick a
background, choose their favorite music and take a quiz to reveal their Bratz
personality. On the virtual portal, users can also hit the salon, design
clothing, earn points in the Game Zone, and more. New features will be added
every month. Users can text message each other on the site, with live chat
coming later this year. Be-Bratz.com is also monitored for safety.

“Be-Bratz.com is an immersive virtual world that extends the
immensely popular Bratz brand into the online space through stimulating
activities, a highly personalized 'MyPage,' a customizable 3-D room, and fun,
safe communication tools,” said Isaac Larian, the CEO of MGA Entertainment.
“The online experience is ubiquitous in play patterns of today's young girls,
so this connection between doll and web is a natural for MGA, especially given
the success of our past toy/web initiatives.”