Week 8: Bratz versus Mattel

The doll war is getting ugly. MGA entertainment and Mattel have went to court again over ,popular, Bratz doll. Mattel should let the case go. Millions of dollars are being spent on this case, which is nothing more than an egotisitcal battle for power. In fact, "Many people in the toy industry as well as on Wall Street don't understand why Mattel continues to spend the legal fees to pursue the case." (myeclassonline.com) Both sides are sligning mud at each other, accussing each other of stealing trade secrets, infringing, and other things. The court ruling for this case has gone back and forth. Mattel was awarded the Bratz line in court. However, the court threw that decision out. Apparently, the court belived that the Bratz doll belonged to MGA. In fact, the court ruled "it's value was overwhelmingly created by MGA."(myeclassonline.com) Mattel is keeps taking MGA to court, solely becuase of two reasons: greed and fear. "... At the height of their popularity grossed $1 billion in revenue for closely held MGA. The glitzy Bratz girls were also the first serious challengers to Barbie., whose sales began to soften as the Bratz dolls' popularity increased." (myeclassonline.com)Of course, it is understandable that Mattel wants to take out the competition, but now it is getting ridiculous.