Rosmen will start selling LOL and Bratz dolls in Russia in June – Kommersant
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The Rosmen holding (it includes the publishing house of the same name; the company also distributes toys) will start selling LOL Surprise dolls in Russia from June! and Bratz. About it Vedomosti said the owner and CEO of the holding Mikhail Markotkin. Rosman signed the corresponding contract with the owner of these brands, the American company MGA Entertainment. According to Mikhail Markotkin, the amount of investment required to fulfill the contract will be up to $10 million.
According to Mr. Markotkin, MGA Entertainment toys are planned to be distributed both in retail and online sales channels. However, with which retailers and marketplaces this issue is being discussed, he did not specify. The CEO expects that the distribution contract will make it possible to increase Rosmen’s revenue by 10–20% by 2024. To fulfill the contract, namely the purchase of products and marketing promotion of brands, according to Mikhail Markotkin, investments of up to $10 million will be required. He hopes to return them within “no more than two years.”
The Bratz doll brand was launched in 2001, and LOL Surprise! — in 2016. d. To promote these toys, MGA Entertainment produced an animated series about Bratz from 2005 to 2008. Production of a cartoon about LOL dolls began in 2021.
Previously, Saks was the main distributor of MGA Entertainment toys in Russia. However, in 2019, the Investigative Committee for the Moscow Region charged the management of Saks Toy LLC with tax evasion on an especially large scale. According to the investigation, from 2015 to 2016, the company evaded paying VAT and income tax in the total amount of about 600 million rubles.
According to the source “Kommersant”, “Sax” settled claims by paying the required amount, due to which the financial burden on the business has increased dramatically. In 2021-2022, against the backdrop of problems with Sachs, Detsky Mir began importing MGA toys into Russia for itself. In 2021 the Sachs signed new contract with MGA Entertainment and extended distribution rights for LOL Surprise! and Bratz.
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