The verdict in the retrial over who owns the rights to the billion-dollar doll franchise sides with MGA Entertainment Inc. over toy giant Mattel Inc. Mattel will owe MGA millions of dollars. — Los Angeles Times
In a stunning decision, a Santa Ana jury sided with the maker of Bratz dolls, MGA Entertainment Inc., over Mattel Inc. in the retrial over who owns the rights to the billion-dollar franchise.
The case pitted two Southland toy companies against each other: El Segundo-based Mattel, the world's No. 1 toy maker and owner of the Barbie empire, and Van Nuys-based MGA, a little-known company until it introduced the Bratz dolls. Launched in 2001, the dolls became a sensation, appealing to older girls and deeply cutting into sales of Barbie.
A major point of contention centered on when and where Bratz creator and former Barbie designer Carter Bryant came up with the idea for the wildly popular multi-ethnic dolls known for their oversized heads, pouty lips and risque clothing.
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