Bratz Wiki
Don't have an account?
Register
Advertisement
Register
Bratz Wiki
Bratz Wiki
2,757
pages
in: WIP, Behind the Scenes

MGA Entertainment

View source
Work in progress!
WIP This article is a work in progress! This means that it's still being edited and is not complete but we are working on getting it finished.
MGA Entertainment Header


MGA Entertainment (Micro-Games America Entertainment) is the manufacture and creator of the Bratz doll franchise.

History

ABC Electronics

ABC Electronics was founded in 1982 by brothers Isaac and Farhad Larian, also known as Fred. The company imported consumer electronics, such as handheld video game consoles. The company was a success and made $30,000 in the first nine months..[1] In 1987 the company became a distributor for Nintendo's Game and Watch handheld videogames in the US.

In 1985, the Larian brothers sold 10% of their company to their brother-in-law.[2]

In 1998 ABC Electronics name was changed to Micro-Games America Entertainment, more commonly known as MGA Entertainment.

By 1999, Isaac as president, assumed control of sales, product development, and financial matters. Fred was less involved in the day-to-day sales and financial control of the company. [2]

Fred sold his 45% of the company for just $9 million in 2000, right before Bratz was produced for sale.

Early Products

Singing Bouncy Baby (1997)

It was around this time that a toy inventor named Joe Trushus showed Larian a prototype of a talking doll. He had previously pitched the doll to Mattel, who had rejected his idea. In 1997, the Singing Bouncy Baby doll became the first toy hit for the company.[1]

Singing_Bouncy_Baby

Singing Bouncy Baby

Super Click-It/Bonk It (1998)

Super Click-It (known as Bonk It in the UK) was a line of electronic games release in 1998 that where similar to Hasbro's Bop-It toys.

Bratz (2001)

working on this. please do not edit.

Later Projects

My Beautiful Mermaid (2002)

A singing, talking light up mermaid doll. Only produced in 2002.

Sugar Planet (2002)

Small alien toys who live on "Sugar Planet". The brand wasn't very successful and ended production in 2003.

Little Tikes (2006)

Little Tikes is a company founded in 1969 by Tom G. Murdough Jr. and brought by MGA Entertainment in September 2006. The company makes durable plastic toys that allow children to use their imagination while at play, most famously the Cozy Coupe.

Yummi-Land (2006)

Small food themed dolls that came packaged in jars, bottles and cans. Moderately successful but ended production in 2008.

Storytime Princess (2006)

Fairytale themed dolls. Ended around 2015.

Moxie Girlz and Moxie Teenz (2009)

Fashionable teenage girls. Supposed to be a replacement for Bratz after MGA lost ownership of the brand. Moxie Teenz lasted one year and despite it's popularity Moxie Girlz ended production in 2015.

BFC, Ink. (2009)

"18 inch play dolls for young children.

Na! Na! Na! (2009)

Small dolls dressed as animals. Still in production as of 2022.

Lalaloopsy (2010)

Successful line of dolls created to look handmade yarn dolls complete with button eyes. Still in production as of 2022.

Novi Stars (2012)

Doll line that features a group of aliens dressing up to be like humans. It was discontinued in 2014.

Mooshka (2013)

Range of soft dolls with a backstory that says they were originally paper dolls but came to life when they joined hands. Discontinued.

Project MC2 (2015)

Doll line about a group of girls working in STEM. Was produced into a live-action TV series. Discontinued in 2018.

Vi and Va (2015)

Line of Latina dolls. Discontinued.

Num Noms (2015)

Scented collectibles.

LOL Surprise! (2016)

Very popular fashion dolls with big eyes.

Smooshins (2017)

Squishy toys kids make themselves using provided parts and plastic bodys.

Moj Moj (2018)

Small squishy collectable animals.

  • Website: No website
  • Wiki: No wiki

Poopsie Slime Surprise (2018)

Successful line of slime toys. Still in production.

Who's That Girl? (2018)

"Influencer" style makeover heads. Discontinued.

  • Website: Does not have a website
  • Wiki: Does not have a wiki

Rainbow Surprise (2019)

A spin-off of Poopsie Slime Surprise.

Rainbows in Pieces (2019)

Collectible unicorn toy line aimed at boys.

Rainbow High (2020)

Successful line of dolls each designed around a different color of the rainbow. Spin-offs include Shadow High and Pacific Coast High.

Secret Crush (2020)

Candy and food themed dolls in hidden packaging that you unwrap and build yourself.

Dream Ella (2021)

A line of dolls dressed dream jobs, from vets to fairies and everything in between.

Other Products

  • Air Wars Battle Drones
  • America's Next Top Model Dolls
  • Awesome Little Green Men
  • Belly Busters
  • Crate Creatures Surprise
  • Dojo Battle
  • Foamo
  • Gel-a-Peel
  • Glam Goo
  • Glitter Babyz
  • The Hangrees
  • HugWallas
  • KaChooz
  • Mermaze Mermaidz
  • MGA Games
  • Poopsie Slime Surprise
  • Pop Pop Hair Surprise
  • Rainbows in Pieces
  • Ready 2 Robot
  • Rescue Pets
  • Secret Crush
  • Shreddin' Sharks
  • Smooshins
  • Sugar Planet
  • The Legend of Nara
  • Tobi
  • VIRO Rides
  • Who's That Girl?
  • Wreck Royale

Lawsuits

MGA has been involved in many lawsuits over the years. The following are in the order by which they occurred.

Main Article: Larian Brothers Lawsuit

Fred sued Isaac in 2003 claiming he hid information about the pending Bratz doll and its potential to be a huge success. The court ruled in favour of Isaac.

Main Article: Art Attacks Inc Lawsuit

In 2009 a small airbrush T-shirt shop in California attempted to sue MGA, alledging that the maker of the popular Bratz dolls copied artwork from its "Spoiled Brats" custom shirts.

Main Article: Mattel Lawsuit

Lawsuit between Barbie creator Mattel and MGA Entertainment over ownership of the Bratz brand.

Main Article: Butch Belair Lawsuit

Steve Madden photographer Butch Belair sued MGA for copying their art style.

Other Non-Bratz related Lawsuits

  • Lalaloopsy, Viacom Lawsuit: Lawsuit over distribution of Lalaloopsy media. (Read)
  • LOL Surprise, Zuru Lawsuit: MGA sues Zuru over their 5 Surprise brand, suggesting it to be a copy of LOL Surprise (Read)
  • Lady Gaga Lawsuit: MGA sues singer Stefani Germanotta (better known as Lady Gaga) for $10 million for an alleged breach of contract.

Controversies

The L.O.L. Surprise line of dolls have been criticized for being anatomically correct.[3] The dolls where also criticised for appearing to have lingerie when dunked in water.[4]

In June 2020, Amina Mucciolo alleged a doll in the L.O.L Surprise line called "Rainbow Raver" had plagiarized her likeness from photos posted on social media.[5] MGA denied the allegations stating they "deeply respect the artistic and creative community and would not take from a creator in the way suggested." MGA founder and CEO Isaac Larian responded to the allegations on Twitter, calling Mucciolo a "Liar and a extortinist[sic] and fraud" and a "disgrace to Black people" and threatening legal action. He later deleted these messages and posted an apology before taking down his Twitter account after receiving backlash.[6]

Sources

  1. ↑ 1.0 1.1 He left the slums of Iran as a teen. Now he runs one of America's biggest toy companies Via CNN Business
  2. ↑ 2.0 2.1 Larian vs Larian Via FindLaw
  3. ↑ Parents don’t find LOL Surprise doll’s genitals very funny Via New York Post
  4. ↑ L.O.L. Surprise! doll maker finally responds to those viral ice-water videos Via FastCompany.com
  5. ↑ Black Creative, Amina Mocciolo, Accuses LOL Surprise Of Using Her Likeness For One Of Their Dolls Via madamenoire.com
  6. ↑ Toy Billionaire Deletes Post Slamming Black Lives Matter Group Via Bloomberg.com
Community content is available under CC-BY-SA unless otherwise noted.
Advertisement

Fan Feed

More Bratz Wiki