Thursday, December 04, 2008
Bratz are being taken off the market. The popular line of fashion dolls has been found to infringe on Mattel's Barbie dolls and will be removed from store shelves after Christmas. In 2001, MGA Entertainment launched their new brand of dolls that were edgier and more stylish than the traditional Barbie and steadily eroded Mattel's doll market share. Dr. Phil compared them to hookers.
In the lawsuit, Carter Bryant, the creator of Bratz, was found to have come up with the idea for the dolls while working for Mattel. As a result, the manufacture of the more than 40 kinds of Bratz figures has been banned. The entire Bratz business has sold $3.1 billion in dolls in seven years. MGA will also need to pay $100 million in damages.
The signature look of Bratz dolls is a large head with thin body, almond-shaped eyes, and glossy lips.
However, even if Bratz are eliminated from the doll market, other competitors like Hannah Montana and High School Musical dolls are poised to displace Barbie as the preeminent doll.