MGA unveils the Bratz phone

The manufacturer of the popular Bratz brand pouty-lipped fashion dolls and accessories, MGA Entertainment, has partnered with Ztar Mobile to bring to market the first prepaid Bratz Mobile phone that is already shipping to select Wal-Mart stores nationwide. Designed to appeal to young girls eight to 12 years old, Bratz Mobile phones, made by Sony Ericsson, are customized with exclusive Bratz wallpapers, voice ring tones, screen savers and custom skins featuring Bratz doll favorites. Ztar is the mobile virtual network enabler (MVNE) behind it that already provides services to 7-Eleven and Circle K, both of which are offering prepaid phones.

Now that the general youth market is getting tapped out with new MVNOs, we're starting to see the beginning of some super segmenting. As many doll collectors and little girls know, 2005 became the "year of the Bratz." Bratz dolls have replaced Barbie dolls in many countries as the top selling dolls. Bratz has won because of the coolness factor. Little girls seem to love the diva looks, the excess makeup on the dolls' faces, the trashy clothes they wear and their bad attitude expressions. Remember the firestorm over the fact that Barbie might encourage young girls to have a poor self image?

For more about MGA's Bratz phone:
- check out this press release from MGA