A personal victory as a parent….
The rowdy Bratz dolls have been evicted. Barbie has regained control of the dollhouse.
Toy giant Mattel Inc. (MAT), after a four-year legal dispute with MGA Entertainment Inc., touted its win in the case Wednesday after a federal judge banned MGA from making and selling its pouty-lipped and hugely popular Bratz dolls.
“It’s a pretty sweeping victory,” Mattel attorney Michael Zeller said. “They have no right to use Bratz for any goods or services at all.”
U.S. District Judge Stephen Larson rocked the toy industry with his order that MGA must immediately stop manufacturing Bratz. He allowed MGA to wait until the holiday season ends to remove the toys from store shelves.
The decision was a stunning defeat for MGA, which exploded onto the tween scene in 2001 with the edgy dolls and made hundreds of millions in profits, giving Mattel’s more classic doll-diva Barbie a run for her money.
The ruling, issued in federal court in Riverside, followed a jury’s finding that Bratz designer Carter Bryant developed the concept for the dolls while working for Mattel.
The same jury later awarded Mattel $10 million for copyright infringement and $90 million for breach of contract after a lengthy trial stemming from Mattel’s 2004 lawsuit ended in August.
They can always appeal, but in the meantime, we have a BFZ (Bratz Free Zone)!