BRATZ(R) Are Back – Bigger and Better Than Ever!

15 Feb

MGA Entertainment Celebrates a Decade of Success of its #1 Doll Franchise with the Launch of an All-New 10th Anniversary Line of BRATZ(R) Dolls

VAN NUYS, Calif., Feb. 11 /PRNewswire/ — In celebration of the 10th Anniversary milestone of its hottest franchise, MGA Entertainment is poised to launch a new edition of BRATZ® fashion dolls. Slated for release in August 2010, the world’s favorite BRATZ® pack – Cloe™, Yasmin™, Sasha™ and Jade™ – are back, sporting a fresh new look featuring updated faces, bodies and fashions. The BRATZ® Anniversary Edition will introduce 10 new characters all poised to join the world’s most popular fashion dolls in their yearlong celebration.

The girls with a passion for fashion first exploded onto the scene in 2001, and young girls everywhere are still catching their breath. Multi-ethnic, sassy, and chic, the BRATZ® became instant icons, with style that not only kept up with, but often set the pace of emerging fashion trends. Inspired by their message of self-expression and individuality, preteen girls couldn’t wait to get up close and personal with the new style stars. The trendsetting fashion icons have unleashed something in young girls everywhere – the passion to be who they are! For years to the come, the BRATZ® will always be there exploring new fashion trends to inspire girls around the world.

“We are proud to be celebrating 10 years of success with Bratz, our #1 girls’ lifestyle brand,” said Isaac Larian, CEO of MGA Entertainment. “We will continue the celebration with a mix of new products not only in this milestone year, but well into the next decade and beyond.”

About MGA Entertainment, Inc.

MGA Entertainment, a consumer entertainment products company headquartered in Van Nuys, California, manufactures innovative lines of proprietary and licensed products including toys and games, dolls, consumer electronics, home decor, stationery and sporting goods. The MGA family includes award-winning brands such as Little Tikes®, Moxie Girlz™, BFC, Ink.™, Bratz®, Rescue Pets® and Zapf®. The Company is continuing its tradition of creating imaginative doll brands for girls. For more information please visit:,,
This is GREAT NEWS! OMG!!!! I’m sooo excited! I can’t wait until August 2010!!! Bratz 10th Anniversary. I planned on buying all those DVDs I didn’t buy, and buying at least 4 of the Special edition dolls that are being released! It’s as if Bratz has been released from prison!!! yay!

This is another article that’s not so up-to-date with what’s been going on, otherwise they would know that the Bratz dolls aren’t owned by Mattel anymore, and that Mattel and MGA have both been ordered to create Bratz.

MGA Celebrates Despite Uncertain Future
> Los Angeles Business Journal Staff
> The Bratz fashion dolls are turning 10, and MGA Entertainment Inc. is
celebrating with an updated line of the toys that Mattel owns pending appeal.
> MGA announced Thursday that the new Bratz dolls are set to hit store shelves
in August, and will feature a fresh look with updated faces, bodies and
fashions. The Van Nuys toymaker will be debuting 10 new Bratz characters as part
of the anniversary line.
> “We are proud to be celebrating 10 years of success with Bratz, our No. 1
girls’ lifestyle brand,” MGA Chief Executive Isaac Larian said in a statement.
“We will continue the celebration with a mix of new products not only in this
milestone year, but well into the next decade and beyond.”
> MGA’s announcement is surprising in the context of its the legal battle
between the company and rival Mattel Inc. over the Bratz line.
> The Ninth Circuit Court of Appeals has yet to issue a ruling in the
long-running fight, which resulted in a 2008 decision by a federal jury in
Riverside to grant Mattel control of the Bratz line and $100 million in damages.
As a result of the verdict, then-U.S. District Court Judge Stephen Larson
assigned the Bratz ownership to Mattel, issued an injunction barring MGA from
further making Bratz dolls, and ordered MGA to remove all Bratz products from
store shelves by Jan. 21.
> MGA appealed Larson’s rulings, and in December the appeals court ruled that
MGA could continue to sell the pouty-lipped Bratz that are currently in the
marketplace until the court makes a final decision in the case. The appellate
judges voiced their skepticism of the original decision, and called the order
transferring ownership of the Bratz trademark and copyright from MGA to Mattel
“drastic.” The appellate judges also ordered Mattel and MGA to mediation.
> Industry observers have said that the court’s decision to allow MGA to
continue selling Bratz dolls has created confusion in the marketplace. Barbie
maker Mattel had started to manufacture its own line of Bratz dolls, which
Mattel Chief Executive Bob Eckert called “a great line of dolls” in a January
conference call with analysts. But Mattel’s plans have been placed on hold
because of the appeals court ruling, and the El Segundo toymaker has been
participating in mediation proceedings with MGA.


~Over and Out~


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