The brief, which extends across MGA’s dolls portfolio, will see the agency target consumer and trade media and handle social media activity. Previously MGA worked with a number of different agencies for its doll brands.
The global relaunch of Bratz in July is to include a new product range, an app and "revolutionary entertainment content". Carousel, which has offices in Manchester and London, is to work with US agency Konnect PR for the launch.
Carousel will also work on the launch in August of Project Mc2, a new doll line based in the so-called STEM curriculum (science, technology, engineering, mathematics). The brand will have its own global original live-action series for ‘tweens' and a partnership with AwesomenessTV to provide videos for YouTube.
In addition, Carousel will handle PR and social media for Lalaloopsy, the doll collector brand aimed at girls with an animated series on Nick Jnr.
An eight-strong team has been assigned to the MGA brief, headed by joint MD Jen Higgins and associate Rebecca Barnes.
Nicola Mellor, Bratz UK brand manager, said: "The [Carousel] team impressed with its creativity and the combination of a strong toy industry background with great fashion credentials, which is so important for this launch."
Higgins said: "MGA is a dream client. Our senior team has more than 30 years of toy PR experience, as well as extensive fashion and beauty experience, with clients such as Selfridges and Currentbody.com."