Moxie Girlz (the New Bratz) Inspire Confidence, Courage, and Cool
Susan Read — August 4, 2009 — Life-Stages
References: moxiegirlz & google
Be true! Be you! This is the slogan of Moxie Girlz, the new doll released by MGA Entertainment Inc. to replace their sassy Bratz, who ended up on the losing side of a legal battle against Mattel’s Barbie.
We couldn’t be more excited about this new doll. Moxie Girlz are inspired by the recession-friendly family values that have redirected our priorities in the last year. According to Paula Garcia, VP of product design and development, “We wanted to make the doll a reflection of the consumer herself, not lavish, expensive, material things. The fashion is ‘everyday’ fashion as opposed to very lavish fashions.”
Cool. The result of this shift is three of the hippest girls you’ll ever unpackage: “Jammaz” likes to hang in her pajamas, and also comes with a guitar and a microphone; “Art-titude” has shoes and a bike that you can draw on; and “Magic Hair” comes with two sets of hair!
According to the website, these girls are all about confidence, courage, and energy. We love their posi message, not to mention their relaxed style.
With a price range from $17.99 to $29.99, the down-to-earth Moxie Girlz are hard to resist. I’m thinking of picking up a Jammaz for myself when the dolls become available this August 15. We predict that soon all the kids will be asking, Which Moxie Girl are you?
We couldn’t be more excited about this new doll. Moxie Girlz are inspired by the recession-friendly family values that have redirected our priorities in the last year. According to Paula Garcia, VP of product design and development, “We wanted to make the doll a reflection of the consumer herself, not lavish, expensive, material things. The fashion is ‘everyday’ fashion as opposed to very lavish fashions.”
Cool. The result of this shift is three of the hippest girls you’ll ever unpackage: “Jammaz” likes to hang in her pajamas, and also comes with a guitar and a microphone; “Art-titude” has shoes and a bike that you can draw on; and “Magic Hair” comes with two sets of hair!
According to the website, these girls are all about confidence, courage, and energy. We love their posi message, not to mention their relaxed style.
With a price range from $17.99 to $29.99, the down-to-earth Moxie Girlz are hard to resist. I’m thinking of picking up a Jammaz for myself when the dolls become available this August 15. We predict that soon all the kids will be asking, Which Moxie Girl are you?
Trend Themes
1. Recession-friendly Values - Disruptive innovation opportunity: Develop affordable products that reflect consumer priorities during difficult economic times.
2. Everyday Fashion - Disruptive innovation opportunity: Create fashion lines that focus on practical and accessible clothing options for everyday wear.
3. Positive Messaging - Disruptive innovation opportunity: Design products that promote confidence, courage, and energy, appealing to consumers looking for empowering messages.
Industry Implications
1. Toy Manufacturing - Disruptive innovation opportunity: Introduce dolls and toys that align with current consumer values, such as affordable and relatable designs.
2. Fashion Retail - Disruptive innovation opportunity: Develop clothing lines that cater to the demand for everyday fashion, offering practical and stylish options.
3. Personal Development - Disruptive innovation opportunity: Create products or services that help individuals build confidence, courage, and energy in their daily lives.
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