Bringing up Bratz

Felgner, Brent
June 2006
Playthings;Jun2006, Vol. 104 Issue 6, p8
Trade Publication
The article reports on efforts by Isaac Larian, founder and chief executive officer of MGA Entertainment, to make his firm the top toy company in the world. MGA has sold more than 120 million Bratz dolls and has signed more than 400 licenses, along with sales of other branded products. It is the master toy licensee for "Shrek." Larian is improving his distribution and nurturing its brands.


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