BRATZ MOBILE(TM) Phones Launch at Wal-Mart
Manufacturer of Popular BRATZ(TM) Dolls First to Extend Brand to Unique Mobile Phone Offering
LOS ANGELES --(Business Wire)-- Jan. 26, 2006 MGA Entertainment, a leading consumer entertainment products company and manufacturer of the wildly popular BRATZ(TM) brand of fashion dolls and accessories, has joined forces with Ztar Mobile to bring to market the first BRATZ MOBILE(TM) phone. The BRATZ MOBILE(TM) phone is shipping already to select Wal-Mart locations nationwide.
BRATZ MOBILE(TM) phones let young girls easily stay in touch with parents and friends. They are completely customized with exclusive BRATZ(TM) wallpapers featuring JADE(TM), CLOE(TM), YASMIN(TM) and SASHA(TM), voice ring tones by ROXXI(TM) and SASHA(TM), screen savers and BRATZ(TM) custom skins featuring BRATZ(TM) doll favorites.
"This is a great opportunity for BRATZ fans, as we believe BRATZ MOBILE phones will appeal to girls' emerging sense of fashion and friendship," said Isaac Larian, CEO of MGA Entertainment. "While our young consumers love staying in the loop with the latest gossip, the most important feature is that the BRATZ MOBILE phone works across the United States and it is an excellent and economical safety tool for parents."
The BRATZ MOBILE(TM) phone, manufactured by Sony Ericsson, has all the features and simple rates today's young female consumer and their parents want, including:
The phone is pre-loaded with 50 minutes of nationwide airtime. Airtime for the new BRATZ MOBILE(TM) SM program is just 20 cents per minute, with coverage reaching across the USA. Parents can refill minutes by simply calling 611. All BRATZ MOBILE(TM) SM customers will receive the same low rate per minute and 120 days airtime-expiration balance. If accounts are refilled within 120 days, customers carry their unused balance over.
- Easy to understand and affordable rate plan options
- Easy to refill airtime minutes, via a credit card
- No contracts or other commitments
- Full featured Sony Ericsson T290 handset with color screen
- Full voice services (Voice Mail, Caller ID, Call Waiting and Three-way Calling)
- Text Messaging
- Instant Messaging
- Internet browsing
- Parental control with ability to restrict calls only to those numbers a parent programs into the phone memory using a security PIN
- Emergency calls to 911 always
"BRATZ is internationally recognized for offering leading consumer entertainment products for girls of all ages. Working closely with MGA Entertainment, we were able to devise an initial wireless program that is specifically tailored to the needs of both parents and youngsters," said Mark Baehr, Vice President, Ztar Mobile. "With it, parents can easily reach their children while actively managing costs in real time."
Recommended MSRP for the BRATZ MOBILE(TM) phones is $69.99.
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About MGA Entertainment
MGA Entertainment, a consumer entertainment products company headquartered in Van Nuys, Calif., manufactures innovative lines of proprietary and licensed products, including toys and games, dolls, consumer electronics, home decor, stationery and sporting goods. BRATZ(TM) was introduced in June 2001, and has since become one of the world's premiere toy lines and girls' lifestyle brands. The BRATZ(TM) brand is also noted for having won Family Fun magazine's Toy of the Year Award four years in a row. With over 350 licensees worldwide, BRATZ(TM) brings together innovative companies and cutting-edge fashion styles to create exciting new products in apparel, footwear, fashion accessories and so much more. Please visit: http://www.mgae.com, http://www.bratz.com
About Ztar Mobile
Based in Dallas, Texas, Ztar Mobile, Inc., a Mobile Virtual Network Enabler, delivers turnkey wireless solutions that enable clients to deliver private branded wireless services to their customers. Ztar Mobile provides a complete outsourced solution, from airtime to service creation, billing and customer care. For more information, please visit http://www.ztarmobile.com.