According to AP, "MGA alleges that Mattel has engaged in acts of unfair competition and intellectual property infringement intended to damage MGA's market share."
"MGA is committed to taking all steps necessary to protect the value of Bratz and its other intellectual property and, through its complaint, seeks significant damages from Mattel," says Isaac Larian, CEO of MGA Entertainment.
It is true that MGA Entertainment is very protective about its Bratz line of dolls, and has kept its upcoming line of dolls for 2005 largely a secret, releasing the news only through selected channels.
As the doll wars heat up, both Barbie and Bratz are trying their very best to gain the majority of the market share in a variety of ways. The two lines often end up mirroring each other!
One can draw a few comparisions between the Barbie and Bratz lines of dolls for 2005. The Barbie American Idol Line of Dolls can be compared to the Bratz Live in Concert Line and even the Bratz Rock Angelz line coming out soon.
Another comparision can be drawn out with their Bath and Body Products line. Mattel has come out with a Barbie Bath and Beauty Products line with Barbie shampoo's, bubble baths, toothpastes and more. According to the grapevine, Bratz is coming out with a European line of Bath and Body Products soon.
Bratz Dolls have a lot planned out for 2005. Take a look at the Upcoming Bratz Dolls For 2005. Barbie's MyScene line of dolls which is a high fashion line of dolls in direct competition with Bratz's ultra cool looks. Take a look at the Barbie MyScene Line of dolls for 2005.
Barbie has come out with a Lounge Kitties Collection. Take a look at the picture. It is very reminiscent of the Bratz Chill Out Lounge!
We will only know at the end of the holiday season whether it is Bratz or Barbie who gets the bigger chunk of the market share. Till then, it is very interesting to observe the two companies turning out great products all year through. It is definitely the consumer who wins this time!