Get ready for Bratz Super Heroes

NEW YORK (CNNMoney.com) -- She's been a cowgirl, she's been a rock star, she's even been a genie. Is there anything that a "Bratz" doll can't do?

Not really, says Isaac Larian, CEO of MGA Entertainment, the company behind the hugely successful line of sassy, cutting-edge fashion dolls that continue to offer stiff competition to Mattel's Barbie dolls.

New for 2007: Bratz Movie Stars (top) and Bratz Babyz Super Heroes.

This year, the newest Bratz dolls get a little bit of super power, and star power. At this weekend's American International Toy in New York, the company will unveil Bratz Babyz Super Heroes and Bratz Movie Stars.

"Kids always imagine being super heroes and that's how we thought about this collection," Larian said.

Each of the four super hero dolls also has a motion sensor built into it. "This is a smart doll. When you swing her up she knows that she's flying and she knows when she is falling down," he said. The dolls are expected to launch in the fall along with a new Bratz Super Heroes DVD.

Last month MGA announced it had signed on "American Idol" judge Paula Abdul to appear in the first Bratz live action movie called "Bratz: The movie," set for release this fall.

To coincide with the movie launch, MGA is bringing out four new dolls called "Bratz Movie Stars" complete with glitzy red carpet gowns, a movie studio playset, a digital camera and a mini 35mm movie camera that kids can actually use to make a small film clip staring the Bratz dolls.

"At MGA we're constantly pushing innovation. We've recognized that parents are looking for toys that are not just for play but also teach something," Larian said.

But at $100 for the camera, studio set and doll, could the pricey toy put off some parents?

"It is more expensive. But again, if parents feel that their kids are learning something, they will spend the money," he said.

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