After a hotly contested court case between huge toy conglomerate Mattel and MGA Entertainment, it looks like Mattel might actually be given back profits and the intellectual property that comprises the entire Bratz line.
Here’s the thing though: I hate the entire concept behind the Bratz toys and am frankly aghast that any parents buy it.
Hold on, before I rant too much, let’s have a bit more detail about the lawsuit itself:
“A U.S. District Court jury in Riverside, Calif., found toymaker MGA Entertainment guilty of contract interference and copyright infringement when it hired doll designer Carter Bryant away from Mattel in 2000.”
Who knew that doll designers were to be courted and stalked like secret agents?
Analysts estimate, by the way, that the Bratz line brings in over a billion dollars in sales annually, which must look very nice to Mattel given that its cornerstone doll line, Barbie, is down 6% in sales.
Nonetheless, that doesn’t change my basic objection with the toy line, that it glorifies and “sexifies” teen girls in a way that’s alarmingly exaggerated. Even the name is a play on “brats”, which no parent in the world would want their child to be, would they?
Looking at their pouty lips and general posture and attitude, it’s a surprise that MGA Entertainment didn’t just call them “Slutz” and cut to the proverbial chase.
If the brand intellectual property does transfer to Mattel, then I dream of a press release announcing that Mattel is going to shut down the entire Bratz line and replace it with something like “Angelz”, a similar line of toys that are themed after nice girls that behave well, not bratty girls that are self-indulgent gits.
But it’s quite possible I’m alone in my deep dislike of the Bratz line. I mean, 1.1 billion in annual sales suggests that some people are buying the stuff. I just don’t have a clue why that is…