MGA Entertainment has filed a lawsuit against Mattel, Inc., alleging duplication of its Bratz property’s multi-ethnic looks, fashions and packaging.
The lawsuit, filed April 13 in U.S. District Court in Los Angeles, accuses Mattel of engaging in acts of unfair competition and intellectual property infringement intended to “damage MGA’s market share, confuse consumers and trade on MGA’s goodwill,” according to MGA. MGA Entertainment is seeking tens of millions of dollars in damages, news reports said.
The 37-page federal lawsuit claims Mattel altered its “My Scene” doll line to look more like the multi-ethnic Bratz dolls, according to news reports. The lawsuit alleges MGA gave Mattel major competition with its Bratz property and the Mattel doll line was failing to attract young consumers, so it copied the Bratz product, reports state.
“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,” Isaac Larian, CEO of MGA Entertainment said in a statement.
MGA spokespeople refused to elaborate further. Representatives for Mattel could not be reached for comment.
The Van Nuys, CA-based MGA Entertainment is privately owned and launched its Bratz line in June 2001. Mattel, the world’s largest toy maker, manufactures the Barbie, Hot Wheels and Fisher-Price toy lines.
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