Bratz still on top
By Staff -- Gifts and Dec, 3/5/2007 1:07:00 PM
LOS ANGELES—Having taken the sales crown away from Mattel’s Barbie for the first time in the final quarter of 2006, MGA Entertainment’s Bratz dolls continued their fashion doll category domination through January, according to The NPD Group.
The Port Washington, N.Y.-based sales tracking firm reported that Bratz was the overall market share leader (with 35.5 percent of category sales) among fashion-themed dolls in U.S. for the three-month period spanning November 2006 through January 2007, MGA announced today.
“This is a great start for 2007," said Isaac Larian, MGA Entertainment CEO. "We expect our market share to increase even further as we unveil our new products throughout the course of the year.”
Bratz sales were led by demand for the Bratz Kidz, Magic Hair, Babyz Mermaids and Fashion Pixiez, Larian told Playthings. "Our sales would [have been] higher if we [had] had enough inventory," he added.
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