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
SOURCE MGA Entertainment
For further information:
Laura Arlabosse-Stewart / Liz Christiansen
firstname.lastname@example.org / email@example.com
Paradigm Public Relations