MGA CEO sees new Bratz line retail sales up to $200 mln

By Aarthi Sivaraman

NEW YORK, June 23 (Reuters) - MGA Entertainment Inc's Chief Executive Isaac Larian said he expects the company's upcoming line of Bratz dolls to generate retail sales of between $150 million and $200 million by the end of the year, pushing its 2008 retail sales for the Bratz franchise to more than $1 billion.

The special edition, called "Bratz Girls Really Rock", which will outfit the pouty lipped, big-headed, urban chic dolls with musical instruments and rock-star like clothing, will be launched in August and offered through December.

"When you look in the girls fashion doll line for this fall, I really think that the Bratz Girls Really Rock have definitely a big edge over all the competition," Larian said.

Larian's plans for the new dolls come as MGA is locked in a trial with the largest U.S. toymaker Mattel to retain control over the Bratz line, which MGA launched to huge success in 2001.

Bratz started stealing market share from Mattel's Barbie soon after its launch.

Mattel sued MGA over the rights to the original drawings for the dolls and other drawings and models that it contends the line's creator, Carter Bryant, worked on at its Southern California design studio.

But Larian, confident that MGA will keep the Bratz line, said he was plowing ahead with plans for the Girls Really Rock line. The line includes the dolls and other products that will sell through licensees at stores from Toys "R" Us to discounters like Wal-Mart Stores Inc (WMT.N) and Target Corp (TGT.N) after the August launch -- in advance of the key holiday shopping season.

Larian already has emphasized the need to have MGA's toys at stores such as Wal-Mart, a one-stop shop for consumers who want to save money amid high fuel and food prices.

The dolls' retail price of $20 each is sure to attract those shoppers, Larian said.

"I think consumers are going to buy the Bratz line because of its freshness, great fashion... and also because of the retail value we offer."

Toys "R" Us also will carry other exclusive products tied to the new line, some priced as low as $17 and others that will cost as much as $100.

Other products also will be launched through agreements with its licensees, Larian said.

For example, Girls Really Rock-branded shoes will be sold at stores starting this fall. And THQ Inc (THQI.O) is slated to release a game based on the upcoming doll line for the Wii, PlayStation 2 and Nintendo DS, also in the fall. A movie is also planned for the doll line, Larian said.

To launch the Girls Really Rock line, MGA is promoting a marketing campaign in New York City's Times Square on July 27, including a performance by the band Push Play. (Reporting by Aarthi Sivaraman; editing by Carol Bishopric)