Perfect timingSeptember 1, 2012
MGA launches new ‘True hope’ dolls to support children with cancer
MGA Entertainment® UK has launched new hairless versions of its hit fashion doll brands Bratz® and Moxie Girlz™ to help support CLIC Sargent, the leading UK cancer charity for children and young people and their families.
Under the banner ‘True Hope’ MGA has released two Bratz® dolls, Cloe™ and Yasmin™, and two Moxie Girlz™ dolls, Avery™ and Sophina™. The dolls are available exclusively at Toys ‘R’ Us® stores across the UK, with £1 from every doll sold going to CLIC Sargent. MGA will also be donating dolls to CLIC Sargent’s Homes from Home, free accommodation near children’s specialist cancer centres so families can stay close to their children during treatment, as well as Malcolm Sargent House, where families can enjoy free holidays in Ayrshire, Scotland.
The announcement comes following MGA Entertainment in the USA announcing its partnership with US charity, City of Hope, for the launch of the ‘True Hope’ dolls state-side last month. The dolls were initially devised after a social media movement called for toymakers to create dolls without hair to comfort young girls and boys who suffer from hair loss due to cancer treatments.
Andrew Laughton, Managing Director of MGA Entertainment UK, said: “We are extremely proud to be partnering with CLIC Sargent on this initiative. The new Bratz™ and Moxie Girlz™ ‘True Hope’ dolls are designed to support and comfort young girls and boys who so bravely endure cancer treatments, so partnering with CLIC Sargent was a natural choice for us. ”
Lucy Caldicott, CLIC Sargent Director of Fundraising, said: “Every day ten children and young people in the UK hear the devastating news that they have cancer. Vital cancer treatment frequently starts immediately, can last up to three years and often leads to children losing their hair. CLIC Sargent provides clinical, practical and emotional support to help children and young people cope with cancer and its treatment. We’re delighted that these dolls now provide a toy for children with hair loss that reflects their experience and could help them feel less isolated.”
The funds raised from sales of the ‘True Hope’ dolls will help support CLIC Sargent’s mission to raise awareness of cancer and help those affected by the disease.
Each doll comes dressed in a fashionable outfit, with a hat, second outfit and a special bead bracelet for the child to wear. Bratz™ True Hope dolls are suitable for ages six plus and Moxie Girlz™ True Hope dolls are suitable for ages three plus. Both doll ranges are priced at around £14.99 and available from Toys ‘R’ Us stores from the end of August onwards.
They will be sending me some of the dolls for the children sharing Elizabeth’s ward so I will let you know what they are like.