Bratz
Bratz
MGA has paused the Bratz brand since the onset of the litigation and rebranded it several times throughout its lifespan, with the first of those coming in 2010 after Mattel's first lawsuit, only to return later that year to commemorate the brand's 10th anniversary. In 2013, Bratz changed to have taller bodies, an all-new logo, and branding, and continued through 2014, in an effort to return the brand to its roots. As a result, none of the 2014 product line was made available in North America.
Products and history
!Bratz dolls from 2010
Products and history
Though Bratz dolls fared poorly at their May 21, 2001 debut — mostly due to the long-held monopoly by the Mattel-staple Barbie — their popularity increased the following Christmas. In the first half-decade since debut, 125 million products were sold worldwide, and, in 2005, global sales of Bratz and Bratz products grossed over $2 billion. In 2006, a toy-industry analyst indicated Bratz had captured about 40% of the fashion-doll market, compared with Barbie's 60%. The competition was high with Barbies, but became more and more popular with time.
Reading List
Report Issue