|Yasmin is having a 'Super Sweet 16' on MTV.|
The Bratz, the Barbie-goes-to-junior-high dolls from MGA Entertainment that have sold more than 150 million toys globally, are getting their very own episode of the show this Monday, just in time for "Bratz: The Movie," which Lions Gate will release the following Friday, Aug. 3.
A 'true extension'
While movie tie-ins are nothing new to MTV's suite of pop-culture reality series -- the cast of "Fantastic Four: Rise of the Silver Surfer" appeared on "Pimp My Ride" this summer -- finding one that was a true extension of the film was the fun challenge for John Shea, the MTV Networks' exec VP-integrated marketing.
"It's certainly one of the most innovative partnerships we've done. Rarely do you have a movie that matches the essence of the show," he said.
In the episode, Yasmin (played by Nathalia Ramos) gets her own 16th birthday party, anchored by a plot that mirrors the movie. Mr. Shea said scenes were re-shot from the film to tie in more directly to the show, and the episode will end without all the issues being resolved to drive traffic to the movie. A "Bratz" trailer will also accompany the special "16" episode.
Mr. Shea said to expect similar partnerships with movie marketers going forward -– fictional or otherwise. "If the creative matches or we can find a link, we're always open to finding new ways to program and promote new movies on our air," he said.