MediaCityUK based agency Carousel PR & Events has been appointed by international toy and entertainment giant MGA to look after its exciting portfolio of doll brands following a competitive pitch process.
The agency has been retained to work on the relaunch of the game-changing fashion doll Bratz, which is being globally unveiled in July. Reinvented for today’s girl, Bratz is launching with a brand new product range, an innovative app and revolutionary entertainment content.
Carousel PR has also been appointed to work on Project Mc2, a new doll line based in STEM curriculum. Launching in early August, the brand will have its own global original live-action series for tweens and a partnership with AwesomenessTV to provide short-form content via YouTube influencers. The agency will also be looking after the PR and social media for Lalaloopsy, one of the largest doll collector brands for girls with an Emmy-nominated animated series on Nick Jnr.
Nicola Mellor, Bratz UK brand manager, said: “We are very excited to be working with Carousel. The team impressed with their creativity and the combination of a strong toy industry background with great fashion credentials – which is so important for this unique launch. It’s a huge year for us and we’re delighted to have Carousel on board as our PR and social media partner.”
Carousel’s joint MD, Jen Higgins said: “MGA is a dream client. Our senior team has over thirty years of toy PR experience, as well as extensive fashion and beauty experience, with clients such as Selfridges and CURRENTBODY.com. Our recent work with brands such as LolliBop, LEGOLAND Discovery Centre and Sea Life gives us daily engagement with press and bloggers across the lifestyle, children’s and mum media. It’s an honour to be working on these brands and to be part of the global re-launch of such an iconic doll.”
The campaign will target consumer and trade media, as well as including social media activity for all brands.
With offices at MediaCityUK (Manchester) and a satellite in Shoreditch, the agency has assigned an eight-strong delivery team to the MGA portfolio, which will be headed up by Jen Higgins and Associate Rebecca Barnes.