Is Bratz The New Barbie?
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By :
Shawn Wilson
Submitted:
2009-01-24 12:46:56 Number of Times Read: 9 |
Everyone knows of the classic Barbie doll, which has been around for decades. The question is, are Bratz, a newcomer to the doll scene, the new Barbie? This article will shed some light on this controversial topic and expose some of the legal issues that have plagued this doll in recent time. It's a tough business world out there, and people are frantically trying to get to the top and stay there.
Bratz are an immensely popular line of dolls and related products. The dolls are very recognizable by their oversized heads, big glossy lips and eyes. When the dolls were first launched in 2001, they saw little success, however, by the time Christmas arrived, the popularity started to pick up. After 5 years, over 125 million dolls have been sold, seeing global sales of more than two billion dollars. By late 2006, Bratz had captured nearly 40% of the fashion doll market, compared to Barbie's 60%.
Bratz dolls had seen tremendous growth, and Mattel's Barbie had seen tremendous decline. In the case of Mattel, as any hurt puppy would do, they started to throw out lawsuits to the Bratz makers, MGA Entertainment to the tune of some $500 million dollars. Mattel had claimed that the Bratz creator, Carter Bryant, was working for Mattel at the time he developed the idea for Bratz. A series of suits against MGA Entertainment eventually led to ridiculous settlements to Mattel, and ultimately removing the Bratz doll from production as of a December 3, 2008 ruling. The judge has allowed for MGA Entertainment to keep the dolls on the shelf for the 2008 Christmas season, but at MGA Entertainments' expense, are forced to remove all dolls from stores effective February 11, 2009 at the earliest.
Talk about some bad news for a super popular toy among young girls. I find it interesting how one man's idea of building a better product, to take on a monopolistic toy that has been around for decades, turns into lawsuits, and is eventually forced to close down shop. To me, this doesn't seem like fair business practice, but as with any company that has their billion dollar empire at risk, they will fight to the death to protect it.
It will be interesting to see what comes next in the war of fashion dolls and accessories, and I am sure that Mr. Bryant will be there, or someone just like him to attempt to take the crown away from Queen Mattel.
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Author Resource:
This article was written by Shawn Wilson, a member of the customer support team at Bratz Twins. Bratz Twins offers thousands of Bratz, including Lil Bratz and Bratz Babyz. Enjoy shopping in the convenience of your own home with the best prices and selection on Bratz accessories available to you.
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