Lionsgate has extended its relationship with MGA Ent., the consumer entertainment products company behind the hugely successful Bratz brand, by acquiring exclusive North American home entertainment distribution rights to the Yummi-Land line of sweet-scented dolls. As with Bratz, Lionsgate plans release direct-to-DVD movies based on the doll characters.
The first DVD release under this new deal, Betsy Bubblegum’s Journey Through Yummi-Land, will premiere this fall and will be supported by an entire series of new toys featured in the movie. It’s not clear yet whether the film will be animated or live-action. Bratz: The Movie, which Lionsgate acquired from Crystal Sky Pictures last November, will be live-action, but the studio also has exclusive North American home entertainment distribution rights to future Bratz animated DVD features. The first title to be released under the deal will be Bratz Fashion Pixiez, which is scheduled for release on Feb. 27.
“Expanding our relationship with MGA for their other properties was a priority for us when we signed the Bratz deal,” says Beeks. “The phenomenal success they have had in such a short period of time with Bratz and Yummi-Land proves that there is no company better attuned to what today’s girl is looking for than MGA.
Yummi-Land is populated by the Candy Pop Girls, a cast of sweet-smelling dolls and pets that includes Ruby Red Licorice, Lucy Lollipop, Katie Cotton Candy, Taryn Taffy and Cara Caramel. Kids can visit the property’s official website, www.yummi-land.com, to play games, take quizzes, get yummi downloads and learn more about the characters.
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