January 28, 2006 As the penetration of mobile phones in society heads towards ubiquity, it was only a matter of time before the targeting and styling of mobile phones would focus on children and this week consumer entertainment products company MGA Entertainment, the manufacturer of the wildly popular Bratz brand of fashion dolls and accessories, joined forces with Ztar Mobile to bring to market the first Bratz mobile phone.

Bratz mobile phones are completely customized with Bratz wallpapers featuring Bratz characters Jade, Cloe, Yasmin and Sasha, voice ring tones by Roxxi and Sasha, screen savers and Bratz custom skins featuring Bratz doll favorites.

"This is a great opportunity for Bratz fans, as we believe Bratz mobile phones will appeal to girls' emerging sense of fashion and friendship," said Isaac Larian, CEO of MGA Entertainment.

The Bratz mobile phone is manufactured by Sony Ericsson, and is sold with the following features:

    Easy to understand and affordable rate plan options

Easy to refill airtime minutes, via a credit card

No contracts or other commitments

Full featured Sony Ericsson T290 handset with color screen

Full voice services (Voice Mail, Caller ID, Call Waiting and Three-way Calling)

Text Messaging

Instant Messaging

Internet browsing

Parental control with ability to restrict calls only to those numbers a parent programs into the phone memory using a security PIN

Emergency calls to 911 always

BRATZ was introduced in June 2001, and has since become one of the world's premiere toy lines and girls' lifestyle brands. The BRATZ brand is also noted for having won Family Fun magazine's Toy of the Year Award four years in a row. With over 350 licensees worldwide, BRATZ brings together innovative companies and cutting-edge fashion styles to create exciting new products in apparel, footwear, fashion accessories and so much more. Please visit:

The BRATZ MOBILE phone is shipping already to select Wal-Mart locations. Recommended MSRP for the BRATZ MOBILE phones is US$69.99