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The success of Tween-geared toys with correlating sites, like Ganz’s Webkinz or Ty’s Ty Girlz, was triggered by the launch of Miuchiz, the site where Bratz Dolls come to life.
Iranian entrepreneur, Isaac Larian, has watched proudly as the dolls boosted his company’s retail sales to $2.5 billion. Pretty impressive, especially when you consider he had a mere $750 to his name when he arrived in the U.S.A in the ‘70s.
By listening to the desires and interests of his own 11-year-old daughter, he was able to come up with the design concept for the ethnically diverse dolls. Taking his daughter and her friends as inspiration, he began developing the concept for a doll that would appeal to tweens, not the 4-6 age group Mattel was targeting with Barbie.
The dolls were an instant hit when they arrived on the market in 2001 and their popularity has only risen. Not wanting to rest on his laurels, Larian decided to continue to come up with new concepts to push his toy to the forefront of young girls’ trends. This August, the dolls will make their big screen debut in Bratz: TheMovie. The Lionsgate film is a tale about friendship and embracing multiculturalism.
Larian expects the launch of the site to boost Bratz popularity even more. â€œWith more and more kids on the internet, we launched Miuchiz as the first tool that a child could use to play with a toy and then connect to the internet and experience it online.â€
He isn’t stopping there, though. In the fall he expects to launch another line which will also involve the internet and guarantees that it will completely knock the rest of the competition out of the way. We’ll have to wait and see!