Bratz is an American product line of fashion dolls and merchandise
manufactured by MGA Entertainment and created by Carter Bryant.Four
original 10-inch dolls were released in 2001â€"Yasmin, Cloe, Jade, and
Sasha. They featured almond-shaped eyes adorned with eye shadow and
lush, glossy lips. Bratz reached great success and the original line
of dolls was expanded with a number of spin-offs like Bratz Kidz and
Bratz Babyz, as well as media featuring the Bratz characters,
including a web series, movie, TV series, music albums, and video
games. In 2005, global sales were two billion dollars and, by 2006,
Bratz had about 40 percent of the fashion-doll market.Bratz dolls have
provoked controversy in several areas. From the dolls' stylized
proportions to fashion-forward clothing, the brand has always followed
pop culture trends closely. For years, MGA Entertainment was involved
in a lengthy legal dispute with Mattel over the rights to the Bratz
design. In 2011, the dispute ended with MGA as the victors. Related
litigation is ongoing in a lawsuit by MGA alleging Mattel's theft of
trade secrets.In early 2010, Bratz took a brief hiatus after Mattel's
first lawsuit and returned later that year to commemorate the 10th
anniversary of the franchise. In 2013, Bratz changed to have a taller
body and an all-new logo and branding. MGA Entertainment made the
decision to completely overhaul the Bratz brand throughout 2014, in an
effort to return the brand to its roots. As a result, none of the
Bratz 2014 product line was offered to North American retailers.
manufactured by MGA Entertainment and created by Carter Bryant.Four
original 10-inch dolls were released in 2001â€"Yasmin, Cloe, Jade, and
Sasha. They featured almond-shaped eyes adorned with eye shadow and
lush, glossy lips. Bratz reached great success and the original line
of dolls was expanded with a number of spin-offs like Bratz Kidz and
Bratz Babyz, as well as media featuring the Bratz characters,
including a web series, movie, TV series, music albums, and video
games. In 2005, global sales were two billion dollars and, by 2006,
Bratz had about 40 percent of the fashion-doll market.Bratz dolls have
provoked controversy in several areas. From the dolls' stylized
proportions to fashion-forward clothing, the brand has always followed
pop culture trends closely. For years, MGA Entertainment was involved
in a lengthy legal dispute with Mattel over the rights to the Bratz
design. In 2011, the dispute ended with MGA as the victors. Related
litigation is ongoing in a lawsuit by MGA alleging Mattel's theft of
trade secrets.In early 2010, Bratz took a brief hiatus after Mattel's
first lawsuit and returned later that year to commemorate the 10th
anniversary of the franchise. In 2013, Bratz changed to have a taller
body and an all-new logo and branding. MGA Entertainment made the
decision to completely overhaul the Bratz brand throughout 2014, in an
effort to return the brand to its roots. As a result, none of the
Bratz 2014 product line was offered to North American retailers.
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