MGA, Mattel Battle Over Bratz Brand

MGA Ent., the company behind the hugely successful line of Bratz fashion dolls and animated productions, has issued a release blasting major toymaker Mattel for threatening to file a ‘meritless’ lawsuit. According to MGA, Mattel claims that it has owned rights to the Bratz dolls since they debuted five years ago. Furthermore, the release alleges that Mattel sought revenge against employees who have gone on to work for MGA, and paints Mattel as a company that ‘has lost touch with its consumers and is hopelessly caught in a downward spiral resulting from mismanagement.’

“In the past 5 years, Mattel has failed miserably at fair competition through product innovation,” says Isaac Larian, CEO of MGA. “Apparently feeling they have no better option, its executive management is now resorting to filing a baseless and improper complaint against MGA and some of its employees. We feel confident that the District Court will see through Mattel’s desperation and vindicate MGA and its employees, just as the same individuals defamed in Mattel’s new pleading were vindicated when Mattel previously attempted to pursue criminal claims in Mexico and Canada.”

Headquartered in Van Nuys, California, manufactures toys, games, consumer electronics, home d’cor, stationery, sporting goods and other consumer products based on Bratz and other properties including Yummi-land, Storytime Collection, Rescue Pets, Miuchiz and the newly acquired Little Tikes brand. It also oversees production on an animated Bratz series airing on 4Kids TV and a number of direct-to-video Bratz toon features, which are now being distributed by Lionsgate. Lionsgate has also picked up rights to a live-action Bratz feature film. More information on MGA is available at www.mgae.com.