In 2008, Mattel filed a lawsuit and injunction against the makers of Bratz dolls for copyright infringement (the owner of Bratz used to work for Mattel, on a similar Barbie line). Bratz has been stayed until the end of 2009, when they are required to dispose of all Bratz merchandise and marketing materials. Mattel is also coming out with a Moxie Girlz line, to take over that niche of the marketplace.

This has served as a death knell for the Bratz franchise, they can't market past 2009 so advertising would be less effective for the Christmas season. They'll likely drop their prices to get as many sold as possible, or else they have to dispose of them. A parent will see the educational Dora and the popular Bratz for 1/4th the price and go for Bratz.
Source(s):
http://news.bbc.co.uk/2/hi/business/7768240.stm

Asker's Rating:

Permalink | Report