Mattel Won Court Nor Markets… by Milota Sidorova

Better take care who you are working for. Update – better care about interference of potential copyrights.

In 2004, Bratz cuties highly stylized fashion dolls with distorted body proportions crashed down a legend. Hyper sexual vinyl body of lady Barbie. Mattel had to capitulated in front of its rival. MGA or Micro-Games America Entertainment, exposed new series a sort of japanese manga and anime style Bratz dolls. Till this day, it’s been a swallow hard to carry on.

The best things always happen by conicidence. So the Bratz dolls have been born. When in 2001, designer Carter Bryant during the interview with MGA Isaac Larian showed off his drawings, Larian’s daughter Jasmine suddenly reacted, moreover liked the versions and that was the key evidence, pushing up the fortune maker Bryant’s Bratz kingdom.

Starting with 4 initial characters of Yasmine (paying tribute to his girl destiney), Cloe, Jade and Sasha, MGA has been gradually extending Bratz environment, adding Bratz Babyz, Bratz Petz, Bratz Boys sucha s wide collection of merchandize including also Bratz Mobile.

However, it seems it didn’t work at all. Due Bryant’s current employship within Mattel corporation, pulled the oil into the fire. Soon after Bratz took the market place by chance, stricken Mattel, for the first time, getting tricky downhill accused MGA for stealing their know-how. Years lasting rough and thumble among companies has led into several kicks, when in 2006 MGA had to stop a character of Kiana for popular Wild Wild West series, because of Mattel’s ultimate trademark for this name.

Stealing Barbie design, motto and environment worried Mattel that let’s just admit couldn’t hold on with its fashionable, educating and the top of the tops – innovative Bratz dolls.
Girls aging 7-12 were not interested in Barbie, puppet idolizing perfect woman of untouchable proportions. Kids wanted to remain kids. Surrounded by overwhelming sea of glitters, cute accessories, doggies, clothies etc...

A federal jury awarded Mattel Inc. $100 million in damages on Tuesday in a federal copyright lawsuit that pitted the house of Barbie against MGA Entertainment Inc., the maker of the saucy Bratz dolls. Although not official comment has been released, John Quinn, Mattel attourney declared that MGA owes Mattel more than one billion.

In fact, the first Bratz collection made barely $4 million, literally 2.5 percent of 2001 incomes.
However, even this jury can’t stop what’s fashionable and Barbie is better to be sold outside the states, where its popularity can save sinking strategy.





related story: http://news.yahoo.com/s/ap/20080826/ap_on_bi_ge/mattel_bratz;_ylt=AtAxd3ic_KNV0ZZ0Dkkh.P2s0NUE

by Milota Sidorova for PocketNews (http://pocketnews.tv)

PocketNews is a new real-time news broadcaster delivering the latest and hottest news right to your pocket ! With global clients who want to be kept up to date, PocketNews is everyone's way of keeping in touch with the World.<br><br><font size=2>These news are original content from young talents around the world and are selected for you by Chris Cantell.</font><br>

edted by Beata Biskova