TITLE

Putting entertainment into toy making

AUTHOR(S)
Larian, Isaac
PUB. DATE
April 2006
SOURCE
Brand Strategy;Apr2006, Issue 201, p10
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article comments on the advertising views and strategies of Isaac Larian, president of MGA Entertainment, creator of the Bratz brand in the toy industry in Great Britain. Larian emphasized that the toy industry should be about entertainment rather than products, citing that toy companies has not adapted enought to changing times to entertain kids in the way they need to be entertained. The company specifically developed an innovative, creative sales strategy that took inspiration from the entertainment concept.
ACCESSION #
20793184

 

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