MGA Entertainment Canada launches Moxie Girlz(TM), a new doll line encouraging girls to embrace individuality and self expression

    TORONTO, Aug. 11 /CNW/ - Every girl has the strength to do something
amazing. Today, MGA Entertainment, Inc. (MGA), a worldwide leader in the toy
industry, is empowering girls and tweens to free their creative energy with
the introduction of Moxie Girlz(TM), a new doll line that will encourage girls
to reach for their dreams and fearlessly embrace their individuality through
self-expression, friendships, and through their own unique style. With the
brand motto of "Be True! Be You!(TM)", the Moxie Girlz(TM) line features four
characters available in different themes, each inspiring interactive play and
self expression in a unique way.
    "In creating Moxie Girlz(TM), MGA coupled its expertise in the toy
industry with extensive research to develop a line that would empower girls to
be confident, creative, and to 'Be True!' to themselves," says Diane
Goveia-Gordon, President of MGA Entertainment Canada. "We've had tremendous
support from the Canadian retailers from the moment they heard the brand name.
The word 'moxie' actually means all of the things that we want this brand to
inspire in girls: courage, energy and the confidence to express themselves,"
Goveia-Gordon adds.
    The tween market is a force to be reckoned with, so it was important for
MGA to tap into their insights when designing this line. According to both
external and internal MGA research, tweens want to see more content related to
decorating and fashion relevant to people their age(1). Moreover, they seek to
create and express themselves through brands and products(2). The Moxie
Girlz(TM) dolls and accessories provide an outlet for girls to engage and
creatively play with the dolls while also relating to the fashion and the
sentiment of 'moxie.'
    The Moxie Girlz(TM) line consists of four core characters, each with a
unique style and story. Girls can interact with these characters through three
main themes:

    Art-titude(TM) - an art-based theme that allows girls to personalize the
dolls' clothes and accessories to create one-of-a-kind looks.

    Magic Hair - a hair styling-based theme that lets girls curl, twist and
colour unique hair styles on their doll's hair and their own, utilizing
special products and accessories.

    Jammaz(TM) - a music-based theme that features creative sleepover
fashions and lets girls express themselves through music.

    There is also a variety of accessories and games available to inspire
self-expression and creativity, such as the Moxie Girlz(TM) Art-titude(TM)
Airbrush Fashion Gallery, the Moxie Girlz(TM) Magic Hair Salon and the Moxie
Girlz(TM) Jammaz(TM) Sleepover Kit.
    Moxie Girlz(TM) will be available at retailers nationwide beginning on
August 15, 2009. Doll prices range from $12.99 to $49.99 and may vary by
location. For more information on Moxie Girlz(TM) and the products, games and
accessories available, please visit:

    About 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 such brands as the award-winning Little Tikes(R) brand, 4 Ever
Kidz(TM), 4 Ever Lil Angelz(TM) and Rescue Pets(R). MGA has also acquired
worldwide licensing rights for Zapf Creation(R).

    (1) The Intelligence Group. (February 2008) "Tween Intelligence Report:
        Update 2008" (referencing $40 billion in tween spending power)
    (2) The Intelligence Group. (February 2008) "Tween Intelligence Report:
        Update 2008"

For further information:

For further information: or images, visit, or contact: Carley Tietolman, LexPR Canada, (416) 542-9140
x3370, (416) 710-0300,

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