MGA Entertainment teamed with the department store on the launch of its brand-new Bratziez purse charms range
MGA Entertainment’s Bratz took over luxury department store Selfridges yesterday for the launch of its new Bratziez purse charm range.
The brand kicked off the launch with an exclusive influencer moment at the Selfridges London store, where high-reaching lifestyle influencers including Indiyah Polack, Yasmine Chanel and Reon and Reme were invited to preview the range within an immersive and instagrammable pop-up space.
Guests were invited to capture content in a Bratz branded photo booth, enjoy Matcha refreshments and take-home exclusive goody bags, including the highly sought-after Bratziez collectibles. Each blind box in the range contains one mystery plush character, with four to collect including Angel the pig, Bunny Boo the rabbit, Kool Kat the kitty and Pretty Princess the frog.
Shoppers can visit the immersive Bratz pop-ups in store at The Toy Shop on 4, Selfridges London until the end of June, and at Selfridges Manchester Trafford until August.
Michelle Lilley, Managing Director of MGA Entertainment, says, “Bratz has captivated fans around the world for over 25 years with its ‘Passion 4 Fashion’ and continues to evolve with each new launch in line with current trends and what we know shoppers love. We’re incredibly proud of the strong partnership we’ve built with Selfridges and so grateful to their team for the continued support they’ve shown the brand in bringing Bratziez to life in such a fantastic way in the UK market.
“Following the phenomenal response to Bratziez in the US, where the collection sold out in minutes once it went on sale, we’re excited to see this same energy and enthusiasm from our UK fans. I also want to extend a huge thank you to the team at MGA for bringing this launch to life in such a strong way. We can’t wait to see Bratziez become the next must-have accessory.”
Following its debut in the US late last year, the new Bratziez Iconz quickly demonstrated strong consumer demand, selling out online in just two hours, generating 1.9 million social impressions from just two social media posts, and driving more than 50,000 sign-ups for back-in-stock alerts.
