The Prettie Girls! from One World Doll Project Embraces a Multicultural World

OneWorldDolls-Group Prettie GirlsKids are easily influenced at a young age from the world around them, the people they interact with, and even the toys they play with. For young girls especially, something as simple as a doll can change the way they perceive themselves. One company’s solution is to make a positive impact through the doll category.

Trent. T. Daniel founded the One World Doll Project in 2010 with Stacey McBride-Irby, who began working for the company in February 2011. The company was established to bring multicultural dolls, products, and toys into the marketplace through the creation of The Prettie Girls! dolls.

“The days of there being this one prototype for the female figure–the blonde hair, blue eyes, and thin waist–is not a realistic representation of what our kids are seeing every day in their schools and mainstream America,” Daniel said.

The goal of the company is to create a line of products that represents true diversity in the melting pot society that the world is today. According to Daniel, the perfect place to start was with the development of a line of dolls that addresses and understands a certain market. [Read more...]

MGA Entertainment Launches Real Bratz Campaign

In a national initiative to motivate and encourage girls to be the best they can be, contribute to their communities, and discover what it takes to make dreams come true, MGA Entertainment has launched Real Bratzan advocacy campaign aimed at inspiring girls and young adults with empowering messages of innovation and excellence. Through a wide range of social media, Real Bratz will put the spotlight on young women who have made a Real Difference—as so many from generations past have done to change their world—through their determination and drive.

The mission of the campaign is captured within the Real Bratz video:

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MGA Entertainment Joins the Fight Against Cancer

True Hope Bratz and Moxie Girlz Dolls

MGA Entertainment announced its commitment and support to the fight against cancer by launching new hairless versions of its Bratz and Moxie Girlz doll brands. MGA will release three Bratz dolls (Cloe, Yasmin and Cameron) and three Moxie Girlz dolls (Avery, Sophina, and Jaxson).

Available at Toys “R” Us stores and Toysrus.com beginning in June, MGA will donate $1 for every True Hope Bratz and Moxie Girlz doll, sold to distributors, to City of Hope for cancer research. The announcement comes on the heels of an ever-growing social media movement that calls for toymakers to create hairless dolls to emotionally comfort young girls and boys who suffer from hair loss due to cancer treatments.

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MGA Releases Statement About Ongoing Lawsuit with Mattel

MGA Entertainment has responded to a Mattel motion filed last night (Docket #8928) accusing MGA of additional wrongdoing:

“Mattel’s litany of lies in its ‘reply’ reveals the depths to which Mattel and its desperate lawyers will sink in order to deflect attention from MGA’s strong, written by Mattel, evidence discussed in recent hearings before the Court including: (1) Mattel’s how-to manual for sneaking into private showrooms at Toy Fairs, including tips on printing fake business cards and dummying up phony invoices for phony toy retailers and resale tax IDs for these phony retailers; and (2) a letter written by Mattel’s counsel in this same case while investigating MGA’s unfair competition claim that the Court recently stated on the record was sufficient to give rise to an inference that evidence had been deliberately suppressed by Mattel in this case.”

“We look forward to the trial in January 2011, when Mattel and the criminal activities of its executives will finally be exposed for the world to see and for MGA to be compensated for years of wrongs by Mattel.”

Bratz to Take Over YouTube Homepage on October 10

On October 10 (10-10-10), Bratz will be featured on the YouTube homepage as MGA Entertainment unveils the first-ever Bratz webisode from its new web series, Bratz Rock. The series of 11 episodes follows Bratz girls Yasmin, Cloe, Sasha, and Jade as they enter a song contest held by their idol and celebrity, Whisper. As the Bratz girls get closer to finishing a song for the contest, they also get closer to finding out who Whisper really is.

The first episode, “Whispers in the Schoolyard,” launches exclusively on the front page of YouTube on October 10. MGA is also celebrating the brand’s 10th anniversary by introducing 10 new Bratz dolls. Each doll, complete with an individual personality and unique outfit, will feature new points of articulation, making them more poseable.

MGA Owns Bratz Brand, Says Appeals Court

The Ninth Circuit Court of Appeals has ruled that MGA Entertainment is the owner of the Bratz brand, not Mattel. In a unanimous decision, Chief Judge Alex Kozinski spoke on behalf of the panel saying that “it is not equitable to transfer this billion dollar brand­­­––the value of which is overwhelmingly the results of MGA’s legitimate efforts” to Mattel. The 24-page opinion stated: “it’s likely that a significant portion––if not all––of the jury verdict and damage award should be vacated.”

MGA founder Isaac Larian said the company will re-launch a new line of Bratz products, as well as release new Moxie Girlz, Moxie Teenz, Bitty Buttons, and BFC, Ink products, this August.

The Toy Book’s Toy Report 12/14/09

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Catch up on last week’s news! Read The Toy Book Toy Report for 12/14/09.

To view click here.

Federal Court Stays Bratz Ruling

A federal appeals court in Pasadena has suspended a ruling that ordered MGA Entertainment to stop selling Bratz products this year, recall remaining toys, and give ownership of the brand to Mattel. The U.S. 9th Circuit appellate panel stayed the order until it can rule on MGA’s appeal to the $100 million lawsuit it lost to Mattel last year.

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