MGA Entertainment

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MGA Entertainment (Micro-Games America Entertainment) is a manufacturer of children's toys and entertainment products founded in 1997. Its products include the Bratz fashion doll line and Yummi-Land. MGA is headquartered at 16300 Roscoe Boulevard in the San Fernando Valley region of Los Angeles, California, United States.^[1]

Products

Introduced in 2001, Bratz 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 Babyz), pets (Bratz Petz), tiny baby dolls with pets (Lil Angelz), two feature films (Bratz: The Movie and Bratz Girls Really Rock) and numerous DVDs and soundtracks. The Kidz and Lil Angelz have been renamed to "4*Ever" due to a lawsuit.

Yummi-Land is a doll 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 introduced 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 [1] interactive web site. Users play games, care for their pets, and more.

In 2009, a new doll line named Moxie Girlz was introduced. These Moxie girls are similar, 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 Mattel Inc. on July 17, 2008 in a battle over the creation rights of the Bratz doll line. The U.S. District Court in Riverside 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. ^[2] 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.^[3] 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.^[4]

References

External links

• MGA Entertainment website
• Bratz official website
• Yummi-Land official website
• My ePets official website
• Moxie Girlz official website