Bratz® dolls go bald to support kids battling illnesses

MGA Entertainment launches True Hope Bratz® at Toys"R"Us, Canada, pledging to donate a portion of every doll sold to Starlight Children's Foundation

TORONTO, May 15, 2012 /CNW/ - Bald is beautiful. MGA Entertainment Canada will launch a new range of hairless Bratz® dolls this summer at Toys"R"Us, Canada to support children dealing with hair loss due to illnesses such as cancer and alopecia, donating a portion of every sale to Starlight Children's Foundation.

Under the banner True Hope Bratz®, MGA will release hairless versions of its hit dolls Cloe™, Yasmin™ and Cameron™, who will each come with one hat, a second outfit and a beaded bracelet. The True Hope Bratz collection will be available for pre-sale online exclusively at Toysrus.ca from June 1 to mid-July, and will be available at all Toys"R"Us stores in Canada in mid-July.

MGA and Toys"R"Us, Canada will each donate $1 to Starlight Children's Foundation for every True Hope Bratz doll sold online and in stores, in an effort to back the Canadian charity's ongoing support of children with life-threatening illnesses like cancer or chronic diseases like alopecia that cause hair loss.

The announcement comes amidst a growing social media movement that calls for toymakers to create hairless dolls to emotionally comfort young girls and boys who suffer from, or have watched a family member suffer from, hair loss due to cancer treatments and other conditions.

"At MGA, our number one priority is to help kids have fun just being kids," says Diane Goveia-Gordon, President of MGA Entertainment Canada. "We hope children and their families battling serious illnesses will find strength and inspiration from the new True Hope Bratz collection. Partnering with Starlight Children's Foundation and Toys"R"Us, together we will work hard to bring more smiles, laughter and hope into the lives of children."

MGA will also donate True Hope Bratz dolls to young patients in major children's hospitals in Canada later this year.

"Toys"R"Us is proud to be the first retail destination in Canada for the True Hope Bratz dolls, which reflect the same courage and strength demonstrated by the thousands of Canadian children who are living with illnesses today," says Kevin Macnab, President, Toys"R"Us, Canada. "As a long-time partner of Starlight Children's Foundation, we are proud to partner with MGA Entertainment to help continue to support Canadian families and raise money to help in the fight against pediatric cancer and other illnesses that cause hair loss."

Starlight Children's Foundation Canada is an organization dedicated to improving the quality of life for children with chronic and life-threatening illnesses by providing entertainment, education and family activities that help them cope with the pain, fear and isolation of prolonged illness.

"At Starlight Children's Foundation, our mission is to foster a sense of normalcy into the lives of young patients and their families," says Christopher Barry, President of Starlight Children's Foundation Canada. "True Hope Bratz are unique toys that will help bring inspiration, confidence and strength to young girls dealing with hair loss."

MGA Entertainment, Inc.

MGA Entertainment, a consumer entertainment products company headquartered in Van Nuys, California, manufactures innovative lines of proprietary and licensed products including toys and games, dolls, consumer electronics, home décor, stationery and sporting goods. The MGA family includes award-winning brands such as Little Tikes®, Lalaloopsy, Bratz®, Moxie Girlz™, BFC, Ink. ™, Rescue Pets® and Zapf Creation®.  For more information please visit: www.mgae.com

Starlight Children's Foundation Canada

When a child or teenager has a serious medical condition, everyone in the family is affected. For over 20 years, Starlight Children's Foundation Canada has been dedicated to helping seriously ill children and their families cope with their pain, fear and isolation through entertainment, education and family activities. Starlight's programs have been proven to distract children from their pain, help them better understand and manage their illnesses, and connect families facing similar challenges so that no one feels alone. Through a network of chapters and offices, Starlight provides ongoing support to children, parents and siblings in all U.S. states and Canadian provinces with an array of outpatient, hospital-based and Web offerings. Programs are also delivered internationally through affiliates in Australia and the United Kingdom. For more information about Starlight, visit www.starlightcanada.org

For further information:

Laura Arlabosse-Stewart / Liz Christiansen
lstewart@paradigmpr.calchristiansen@paradigmpr.ca
Paradigm Public Relations
416-203-2223