Mattel said in court that the more demure Barbie had lost more than $300m in profit as a result of the Bratz dolls' success. The dolls also sparked a furious debate about the sexualization of young girls.īut it was the impact on Barbie's bottom line that had Mattel reaching for their lawyers. Multi-ethnic and trendy, the Bratz styled themselves as "the girls with a passion for fashion!" They became a huge hit in the mid-2000s, making $1bn in annual revenue at the height of their popularity, spawning real life clothes ranges and even a movie in which four actors struggled like "colour-blind drag queens" to "replicate their plastic precursors' range of expression," according to the Guardian review. MGA also accused Mattel of threatening to scupper business deals with retailers and media firms if they did business with Bratz.īryant has always argued he came up with the idea for Bratz while living with his parents, in between stints working for Mattel. MGA denied the claims and countersued, accusing Mattel of corporate espionage, using spies with fake business cards and dummy invoices to gain access to MGA's ideas. Mattel had argued that the dolls' designer Carter Bryant developed the Bratz concept while working for it in the late 1990s and secretly took the idea to MGA.
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