Nick plans ad-funded Bratz show

Nickelodeon is to turn fans of Bratz dolls into fashion designers in a reality show brokered by Endemol UK's branded content division New State.

Bratz Design Academy is funded by MGA Entertainment, the US company behind the global Bratz phenomenon. Endemol subsidiary Initial will film the six-part series over the summer for broadcast on Nickelodeon from October.

Pairs of nine to 14-year-olds will compete to design catwalk fashions for a jury that will vote for the best designs at the end of each week. Up for grabs in the final is a trip to LA to work with the Bratz design team on their latest range of dolls for the UK market.

Executive producer Christopher Pilkington said: "This is an empowering and aspirational format that will really stretch the team's skills and could well discover the next generation of Stella McCartneys and Julian McDonalds."

Endemol has tasked New State with developing advertiser-funded programming. It recently won a commission from ITV2 for the music series iTunes Festival: London Live.