Bratz battles Barbie for tween fans

07/27/2010 | Wall Street Journal, The

Some analysts question whether the Bratz line will be able to recoup lost market share to Barbie and other doll rivals, now that MGA Entertainment, via a federal court ruling, has regained control of the brand from Mattel. However, Bratz founder Isaac Larian cites as proof of the line's viability research showing its "100% name recognition" among young girls and deals with Wal-Mart, Toys "R" Us and major toy retailers.

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