With the brand motto of “Be True! Be You!(TM)”, the Moxie Girlz(TM) line is to inspire creativity through four characters, available in different themes, that provide a unique outlet for girls to express themselves and interactively play.

“The word ‘moxie’ actually means courage, energy and determination; all sentiments which align perfectly with the new Moxie Girlz line,” said Isaac Larian, CEO, MGA Entertainment, Inc. “In fact, by coupling our expertise in the toy industry with extensive research, we purposefully sought to create a line that empowers girls to be confident, be creative, and as our theme states, ‘Be True’ to themselves.”

According to both external and internal MGA research, tweens want to see more content related to decorating, fashion and makeovers for people their age. Moreover, they seek to create and express themselves through brands and products. The Moxie Girlz(TM) dolls and accessories meet these needs by providing 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: Lexa(TM), Avery(TM), Sasha(TM) and Sophina(TM), each with a unique style and story. Girls can interact with these characters through three main themes:

–  Art-itude(TM) – an art -based theme that allows girls to personalize the dolls’ clothes to create one of a kind looks.
–  Magic Hair – a hair styling-based theme, where girls can curl, twist and color unique hair styles, on their doll’s hair and their own, utilizing special products and accessories.

–  Jammaz(TM) – a music-based theme where girls can show their individuality and express themselves through music.

There are also a variety of accessories and games available to inspire self-expression and creativity, such as the Moxie Girlz(TM) Art-itude(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.

Source: MGA Entertainment, Inc.

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