MGA Entertainment (Micro-Games America Entertainment) is a manufacturer of children's toys and entertainment products founded in 1997. Its products include the
BratzBratz is a popular line of fashion dolls and related merchandise designed by Carter Bryant and manufactured by southern California toy company MGA Entertainment...
fashion dollFashion dolls are dolls designed to be dressed and redressed to reflect fashion trends or occasionally fantasy play. The dolls are typically made of vinyl or another plastic, and are manufactured both as toys and as collectibles. They are enjoyed by many age groups. The dolls are usually modeled...
line and Yummi-Land. MGA is headquartered at 16300 Roscoe Boulevard in the
San Fernando ValleyThe San Fernando Valley is an urbanized valley located in Southern California, United States. More than half of the city of Los Angeles' land area lies within the San Fernando Valley...
region of
Los AngelesLos Ángeles is the capital of the province of Biobío, in the municipality of the same name, in Region VIII , in the center-south of Chile. It is located between the Laja and Biobío rivers. The population is 123.445 inhabitants...
,
CaliforniaCalifornia is the most populous state in the United States, and the third largest by area. California is the second most populous sub-national entity in the Americas, behind only São Paulo, Brazil...
,
United StatesThe United States of America is a federal constitutional republic comprising fifty states and a federal district...
.
Introduced in 2001,
BratzBratz is a popular line of fashion dolls and related merchandise designed by Carter Bryant and manufactured by southern California toy company MGA Entertainment...
is MGA's most successful product line, with various spin-offs from the original teenage dolls, including miniature versions (Lil' Bratz), kid versions (Bratz Kidz) baby dolls (
Bratz BabyzBratz Babyz is a brand name under which a series of dolls are made.It is a subset of the main Bratz line in which all of the dolls are babies. The brand is split into two lines, the regular Bratz Babyz and the Bratz Big Babyz .-Bratz Babyz:In 2004, the first Bratz Babyz were made...
), pets (Bratz Petz), tiny baby dolls with pets (Lil Angelz), two feature films (
Bratz: The MovieBratz: The Movie is a live-action feature film based on cartoon characters and dolls of the same name that was released to American theaters on August 3, 2007 and had various international releases afterward...
and
Bratz Girls Really Rock) and numerous DVDs and soundtracks.
MGA Entertainment (Micro-Games America Entertainment) is a manufacturer of children's toys and entertainment products founded in 1997. Its products include the
BratzBratz is a popular line of fashion dolls and related merchandise designed by Carter Bryant and manufactured by southern California toy company MGA Entertainment...
fashion dollFashion dolls are dolls designed to be dressed and redressed to reflect fashion trends or occasionally fantasy play. The dolls are typically made of vinyl or another plastic, and are manufactured both as toys and as collectibles. They are enjoyed by many age groups. The dolls are usually modeled...
line and Yummi-Land. MGA is headquartered at 16300 Roscoe Boulevard in the
San Fernando ValleyThe San Fernando Valley is an urbanized valley located in Southern California, United States. More than half of the city of Los Angeles' land area lies within the San Fernando Valley...
region of
Los AngelesLos Ángeles is the capital of the province of Biobío, in the municipality of the same name, in Region VIII , in the center-south of Chile. It is located between the Laja and Biobío rivers. The population is 123.445 inhabitants...
,
CaliforniaCalifornia is the most populous state in the United States, and the third largest by area. California is the second most populous sub-national entity in the Americas, behind only São Paulo, Brazil...
,
United StatesThe United States of America is a federal constitutional republic comprising fifty states and a federal district...
.
Products
Introduced in 2001,
BratzBratz is a popular line of fashion dolls and related merchandise designed by Carter Bryant and manufactured by southern California toy company MGA Entertainment...
is MGA's most successful product line, with various spin-offs from the original teenage dolls, including miniature versions (Lil' Bratz), kid versions (Bratz Kidz) baby dolls (
Bratz BabyzBratz Babyz is a brand name under which a series of dolls are made.It is a subset of the main Bratz line in which all of the dolls are babies. The brand is split into two lines, the regular Bratz Babyz and the Bratz Big Babyz .-Bratz Babyz:In 2004, the first Bratz Babyz were made...
), pets (Bratz Petz), tiny baby dolls with pets (Lil Angelz), two feature films (
Bratz: The MovieBratz: The Movie is a live-action feature film based on cartoon characters and dolls of the same name that was released to American theaters on August 3, 2007 and had various international releases afterward...
and
Bratz Girls Really Rock) and numerous DVDs and soundtracks. The Kidz and Lil Angelz have been renamed to "4*Ever" due to the lawsuit.
Yummi-Land is a
dollA doll is an object that represents a baby or other human being. Dolls have been around since the dawn of human civilization, and have been fashioned from a vast array of materials, ranging from stone, clay, wood, bone, cloth and paper, to porcelain, china, rubber and plastic.While dolls have...
franchise introduced in 2006. There was an accompanying movie entitled
Betsy Bubblegum's Journey through Yummi-Land. The franchise includes a toy line of the character's friends and pets. The Yummi-Land Soda Pop Girls were blowing girls mind ever since the commercial came out in 2006. And include the "Soda Pop Girls", "Creme Pop Girls", "Candy Pop Girls", "Flower Pop Girls", "Ice Cream Pop Girls", "Smoothie Pop Girls", "Sundae Pop Girls", and the Holiday special edition doll "Paris Peppermint Creme" and also the "Birthday Pop Girls".
My ePets is a plush animal toy franchise also launched in 2006. Each plush comes with a code to activate an online version of the animal on the
http://www.myepets.com interactive web site. Users play games, care for their pets and more.
In 2009, a new doll line named
Moxie GirlzMoxie Girlz is a line of fashion dolls introduced by MGA Entertainment in 2009. These dolls are targeted at girls ages 6 to 9. The four original 10-inch dolls are named Avery, Sophina, Lexa, and...
was introduced. These Moxie girls are simliar but legally distinct from the Bratz line of dolls. This is to circumvent the ruling from the lawsuit described below.
Lawsuit
MGA Entertainment was defeated by the corporation
MattelMattel Inc. is the world's largest toy importing company based on revenue. The products it produces include Barbie dolls, Hot Wheels and Matchbox cars, Masters of the Universe, American Girl dolls, board games, and, in the early 1980s, video game consoles. It was founded in 1945 by Harold "Matt"...
Inc. on July 17, 2008 in a battle over the creation rights of the Bratz doll line. The U.S. District Court in
RiversideRiverside is the largest city in the Inland Empire Metropolitan Area of Southern California, and is approximately 60 miles east of Los Angeles, and 12 miles southwest of San Bernardino. Riverside is the county seat of Riverside County, and is named for its location beside the Santa Ana River...
found that Carter Bryant, creator of the Bratz doll line violated his exclusivity contract when he designed the dolls while he was still working at Mattel. This decision will lead to the possibility of Mattel's ability to claim damages or rights to the Bratz doll line. On December 3, 2008, U.S. District Judge Stephen Larson banned MGA from selling Bratz. He allowed the company to continue selling the dolls until the winter holiday season ended. He allowed them to keep their Kidz and Lil Angelz lines since they did not infringe but they can no longer be under the Bratz header. The ruling will be in effect on February 11, 2009 at the earliest; Mattel and MGA will meet in court on that date.
External links