Thursday, 18 July 2013
In June 2001, MGA Entertainment launched the Bratz series of dolls, a move that gave Barbie her first serious competition in the fashion doll market. In 2004, sales figures showed that Bratz dolls were outselling Barbie dolls in the United Kingdom, although Mattel maintained that in terms of the number of dolls, clothes & accessories sold, Barbie remained the leading brand. In 2005 figures showed that sales of Barbie dolls had fallen by 30% in the United States, & by 18% worldwide, with much of the drop being attributed to the popularity of Bratz dolls.
In December 2006, Mattel sued MGA Entertainment for $500 million, alleging that Bratz creator Carter Bryant was working for Mattel when they developed the idea for Bratz. On July 17, 2008, a federal jury agreed that the Bratz line was created by Carter Bryant while they was working for Mattel & that MGA & its Chief Executive Officer Isaac Larian were liable for converting Mattel property for their own use & intentionally interfering with the contractual duties owed by Bryant to Mattel. On August 26, the jury found that Mattel would must be paid $100 million in damages. On December three, 2008, U.S. District Judge Stephen Larson banned MGA from selling Bratz. They allowed the company to continue selling the dolls until the winter holiday season ended. On appeal, a stay was granted by the U.S. Court of Appeals for the Ninth Circuit; the Court also overturned the District Court's original ruling for Mattel, where MGA Entertainment was ordered to forfeit the whole Bratz brand.
Mattel Inc. & MGA Entertainment Inc. returned to court on January 18, 2011 to renew their battle over who owns Bratz, which this time includes accusations from both companies that the other side stole trade secrets. On April 21, 2011 a federal jury returned a verdict supporting MGA. On August five, 2011 Mattel was also ordered to pay MGA $310 million for attorney fees, stealing trade secrets, & false claims than the $88.5 million issued in April.
In August 2009, MGA introduced a range of dolls called Moxie Girlz, intended as a replacement for Bratz dolls.
Barbie Games Fashion Story
She's a successful businesswoman, a member of a rock band as well as a Women's World Cup Soccer player. Who is this superstar? It is none other than Barbie doll. A tiny hard to think, but the Barbie Doll started out as a human being! They was Barbara Handler, the daughter of Ruth and Elliot Handler.
In the early 1950s, Handler saw that her young daughter, Barbara, and her girlfriends enjoyed playing with adult female dolls as much or over with kid dolls. Handler sensed that it was as important for girls to imagine what they themselves might grow up to become as it was for them to focus on what caring for children might be like.
Because all the adult dolls then available were made of paper or cardboard, Handler decided to generate a three-dimensional adult female doll, lifelike to serve as an inspiration for her daughter's dreams of her future. Handler took her idea to the advertisement executives at Mattel Corp., the company that they and her husband, Elliot, had founded in their garage some years before: the (all-male) committee rejected the idea as pricey, and with tiny potential for wide market appeal.