If you have any Bratz dolls in your house, hold onto them! After the holiday season, MGA will no longer be making or selling their bug-eyed, fish-lipped dolls due to losing a four-year legal battle with Mattel, the makers of Barbie. That means Bratz dolls could become collector’s items.
"It’s a pretty sweeping victory," said Mattel attorney Michael Zeller. "They have no right to use Bratz for any goods or services at all."
MGA has agreed to halt creation of Bratz dolls immediately, but can keep the remaining dolls on shelves until after the holiday season. If you’re a fan, I suggest grabbing them now… and even if you’re not, snagging a few could be a good investment for future eBay sales; who knows?
Barbie sales were down 15 percent in 2007, but with Bratz dolls out of the picture, Barbie will be able to bask in more concentrated limelight when she celebrates her 50th anniversary next year.
Tween Doll Mega Wars
Barbie Makers Win Fight To Make Bratz Dolls Extinct
Trend Themes
1. Collectible Dolls - The potential to create new collectible doll lines that appeal to a younger demographic could disrupt the doll industry as Bratz dolls become extinct.
2. Sustainable Fashion Dolls - The trend of eco-friendly and sustainable products offers an opportunity for a new line of fashion dolls that aligns with the values of the modern consumer and influences the doll industry.
3. Digital Dolls - As technology advances, there is an opportunity to create interactive, digital dolls that appeal to tech-savvy children and teens, and thus, disrupt the traditional doll industry.
Industry Implications
1. Toy Industry - The toy industry can capitalize on the increasing demand for diverse toy options without harmful images and messages, including dolls that represent different ethnicities, abilities, and backgrounds.
2. Collectibles Industry - The collectibles industry can embrace the opportunity created by the extinction of Bratz dolls by developing new collectible doll lines and fostering a culture of rarity and exclusivity.
3. Fashion Industry - The fashion industry could take advantage of the rising interest in sustainable fashion to develop a new line of fashion dolls and accessories that aligns with the values of the modern consumer and appeals to a wider audience.