Bratz_dollsMGA, the toy brand known for its Bratz range, is employing a MediCityUK agency to help launch a whole new range of dolls who will take to YouTube to find tween fans.

Carousel PR & Events has been appointed by the international toy company to look after the portfolio of doll brands following a competitive pitch process.

Alongside the new range, the agency has also been retained to work on the relaunch of the fashion doll Bratz in July.

Carousel’s joint MD, Jen Higgins said MGA was ‘a dream client’.

“Our recent work with brands such as LolliBop, LEGOLAND Discovery Centre and Sea Life gives us daily engagement with press and bloggers across the lifestyle, children’s and mum media. It’s an honour to be working on these brands and to be part of the global re-launch of such an iconic doll.”

The new contract, dolls simply called Project Mc2, will involve a new doll line and launch in early August. They say the brand will have its own global original live-action series for tweens and a partnership with AwesomenessTV to provide short-form content via YouTube influencers.

The campaign will target consumer and trade media, as well as including social media activity for all brands.

Carousel has assigned an eight-strong delivery team to the MGA portfolio, which will be headed up by Jen Higgins and Associate Rebecca Barnes.