Successful Bratz dolls move into Hollywood.

MGA Entertainment, a North Hills-based toy company, has licensed its flagship product, Bratz dolls, to Twentieth Century Fox, which plans to make a DVD and a film based on the toys.

The DVD will be released later this year. A release date for the feature has not yet been set.

Neither Fox nor MGA would reveal details of the deal.

The licensing deal comes as MGA continues to bask in the success of its dolls, a group of ethnically diverse "girls with a passion for fashion," as the marketing materials tout.

"The Bratz has been a successful doll line that extended into a licensed product and has taken a chunk out of Barbie," said Marry Brochstein, executive editor of The Licensing Letter, a New York City-based trade publication. "It's to a certain extent a brand, and what a brand does is create a certain core audience that is inclined to see the movie or DVD."

Bratz debuted in 2001, almost immediately winning the hearts of young girls and even knocking Mattel's Barbie off the pedestal it has occupied for the past half century.

Bratz have been honored with three consecutive Family Fun magazine Toy of the Year Awards and the Toy Industry Association's People's Choice Toy of the Year Award in 2002 and 2003.

The different dolls are made to reflect different ethnic backgrounds and a variety of cultural styles. Included in the selection is Cloe, a blonde rocker, Yasmin with tan skin and wavy hair and Sasha, with a mahogany complexion and jet black hair processed into a sleek, straight style.

Each of the dolls wears a different outfit, ranging from glittery disco styles to funky hiphop wear, ski wear and denim.

Fashion appeal

"The characters themselves have unique personalities that can be exploited," said Steve Feldstein, a Fox spokesperson. "They're rapidly gaining market share of a critical category that was previously thoroughly dominated by Barbie."

Fox chairman Jim Gianopulos called Bratz a "true phenomenon that has taken the industry by storm," in a press release announcing the deal. "They reflect the cultural diversity and contemporary style that kids relate to."

Despite the success, some point out that the movie will have to stand on its own.

"If it's done well, then it could succeed," said Brochstein of the forthcoming movie. "Branding gives you an edge--it doesn't guarantee anything."

Nevertheless, MGA and the studio will be starting with a subject proven to attract a wide audience.

"Bratz are the only fashion doll in 45 years to stay at the No. 1 fashion doll and property worldwide," said Isaac Larian, CEO of MGA.

He added Bratz appeal to girls ages seven to 14, a "very sophisticated (group) with a multibillion dollar spending income," he said.