MGA Entertainment is one of the most successful privately-owned toy companies in the world and their "Bratz" dolls are a huge hit among young girls. When it was time to launch Alien Racers, a bold new product aimed at young boys, MGA chose TAG to develop their trade and consumer marketing materials because of our success in creating emotionally-charged strategic brand experiences in entertainment.
 
Alien Racers are exciting, highly detailed R/C racing vehicles aimed at 7-11 year-old boys. Central to the marketing strategy TAG developed for the product was using the dramatic mythology behind the aliens and their vehicles as a basis for a theatrical-style campaign.

First, a dramatic trailer was created to get retailers excited about the product. Showing only a few obscured still images of the toys, intense animation and audio created a mood of anticipation. An immersive web site was also designed and produced by TAG months in advance of the product's launch to engage boys in the dark, thrilling world of Alien Racers before toys hit the shelves. Lastly, a consumer commercial which combined live-action and CGI animation literally brought the toys to life by involving boys in an epic on-screen adventure designed to prompt a purchase.

Alien Racers are a big hit – so much so that their success has already spawned the launch of an exciting animated series premiering on FOX in the Spring of 2005.