With MGA Entertainment embroiled in a legal battle with Mattel over when and how the Bratz doll was created, MGA CEO, Isaac Larian, has issued a rallying call saying the firm is David taking on “a mighty Goliath”.
Larian said in a statement: “MGA Entertainment is the owner and creator of the Bratz dolls, a world-wide phenomenon. We have been an innovative company since our inception. Throughout the company's history our team of designers and experts have been among the most innovative and advanced toymakers in the industry creating such icons as Me and My Shadow, My Dream Baby, Commando-Bot, Color FX Handheld Games, VR3D Games, One Man Jam, DJ Mixer prior to Bratz. We have been known as an innovative industry leader in Baby Dolls/Innovative Special Feature Dolls for years. In 1997, MGA won the Family Fun Toy of the Year Award for its 'Singing Bouncy Baby Doll.
"We are now locked in a battle with Mattel, the Goliath of the toy industry, over the future of the Bratz brand that MGA developed. In a front-page story in The Wall Street Journal that ran on May 23, 2008, the lead paragraph stated 'Four years ago, Mattel exhorted its executives to help save Barbie from a new doll clique called Bratz.'
"The story goes on: 'The House is on Fire!' said an internal presentation on the decline of its iconic Barbie doll franchise. Market share was dropping at a 'chilling rate,' the presentation said. The story adds 'Barbie needed to be more aggressive, revolutionary, and ruthless.'
"This, my friends, is what we at MGA are up against. We are David fighting a mighty Goliath. But we are fighters. I came to this wonderful country as an immigrant with no more than $750 in my pocket, with nothing more than a dream. I will not let Mattel destroy that dream, which has brought joy to the millions of girls and small children who love our Bratz dolls. We remain confident that once the jury hears our side and examines the evidence, the jury will find in MGA's favour."