Founder and CEO of MGA Entertainment, Isaac Larian, among some Bratz dolls at company's headquarters in Van Nuys, CA.  MGA Entertainment is the company that makes the Bratz doll, which has become one of the top selling dolls in the world, in just a few years, taking the lead over Mattel's Barbie in some countries.

The Bratz Doll

For decades, Barbie has been the reigning queen of fashion dolls, but all has changed when the Bratz dolls hit the market in 2001. Their edgy, stylish and “cool” look immediately seduced the pre-teen girls between 8 and 12 years old who saw in them what they want to become.

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The Bratz doll has become one of the top selling dolls in the world and has won many toy industry awards. Over 100 million dolls have been sold to date. The dolls have over-sized heads with big eyes and plenty of accessories. The main model is 10 inches (25 cms) tall while Mattel’s Barbie is 11.5 inches (28.75cms) tall. They are other models like the Bratz Babyz and the Itsy Bitsy Babyz Bratz.

The Bratz dolls are the first opposition to Mattel’s Barbie since 1959. Bratz dolls have benefited from the same marketing model by companies like Nike. The products are designed according the next craze. Mattel tried to strike back with its My Scene line of dolls.

The Bratz dolls are a creation of MGA Entertainment, originally a consumer electronics business based in Van Nuys, a suburb of Los Angeles, California. Its founder and CEO is entrepreneur Isaac Larian. Because the company is privately owned, accounting data is not available to the public but sales are believed to reach 1 billion dollars. The company also makes large profits through various Bratz licensing programs worldwide.

MGA Entertainement and its team of designers produce an average of 12 Bratz lines a year. They give them catchy names such as Wild West Bratz and the Bratz Forever Diamondz. They also produce a large line of accessories and play sets. The production is sold in the United States and worldwide through major retail chains such as Wal-Mart, Target and Toy’s R Us.

Today, Bratz dolls continue to grow and grab market shares from Barbie despite its higher retail price. It is the number one doll in Australia and nothing seems to stop it.

Bratz website is at http://www.bratz.com
MGA Entertainment’s website is at http://www.mgae.com

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The Bratz "Forever Diamondz" Doll. MGA Entertainment is the company that makes the Bratz doll, which has become one of the top selling dolls in the world, in just a few years, taking the lead over Mattel's Barbie in some countries.
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The Bratz "Genie Magic" Doll. MGA Entertainment is the company that makes the Bratz doll, which has become one of the top selling dolls in the world, in just a few years, taking the lead over Mattel's Barbie in some countries.
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The Bratz "Sportz-Tennis" Doll. MGA Entertainment is the company that makes the Bratz doll, which has become one of the top selling dolls in the world, in just a few years, taking the lead over Mattel's Barbie in some countries.
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The Bratz "Passion 4 Fashion" Doll. MGA Entertainment is the company that makes the Bratz doll, which has become one of the top selling dolls in the world, in just a few years, taking the lead over Mattel's Barbie in some countries.
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Bratz Itsy Bitsy Babyz dolls MGA Entertainment is the company that makes the Bratz doll, which has become one of the top selling dolls in the world, in just a few years, taking the lead over Mattel's Barbie in some countries.
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Bratz Babyz "Hair Flair" doll. MGA Entertainment is the company that makes the Bratz doll, which has become one of the top selling dolls in the world, in just a few years, taking the lead over Mattel's Barbie in some countries.
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Bratz Babyz "Hair Flair" dolls. MGA Entertainment is the company that makes the Bratz doll, which has become one of the top selling dolls in the world, in just a few years, taking the lead over Mattel's Barbie in some countries.
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Cloe and Fianna, Bratz "Princess" dolls in their packaging. MGA Entertainment is the company that makes the Bratz doll, which has become one of the top selling dolls in the world, in just a few years, taking the lead over Mattel's Barbie in some countries.
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Jasmin, the Bratz "Play Sportz" doll in its packaging. MGA Entertainment is the company that makes the Bratz doll, which has become one of the top selling dolls in the world, in just a few years, taking the lead over Mattel's Barbie in some countries.
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Inside the department of  Creative Package Development at MGA Entertainment in Van Nuys, CA. MGA Entertainment is the company that makes the Bratz doll, which has become one of the top selling dolls in the world, in just a few years, taking the lead over Mattel's Barbie in some countries.
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Inside the department of  Creative Package Development at MGA Entertainment in Van Nuys, CA. MGA Entertainment is the company that makes the Bratz doll, which has become one of the top selling dolls in the world, in just a few years, taking the lead over Mattel's Barbie in some countries.
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Packaging engineers at MGA Entertainment discuss inside the company's headquarters in Van Nuys, CA. MGA Entertainment is the company that makes the Bratz doll, which has become one of the top selling dolls in the world, in just a few years, taking the lead over Mattel's Barbie in some countries.
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Inside MGA Entertainment's headquarters in Van Nuys, CA.  MGA Entertainment is the company that makes the Bratz doll, which has become one of the top selling dolls in the world, in just a few years, taking the lead over Mattel's Barbie in some countries.
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Shopping for Bratz dolls at a local Target store in Van Nuys, CA. MGA Entertainment is the company that makes the Bratz doll, which has become one of the top selling dolls in the world, in just a few years, taking the lead over Mattel's Barbie in some countries.
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Young Kelsey Pearl, 7, playing with her Bratz dolls and accessories in her bedroom in Oakland, CA. MGA Entertainment is the company that makes the Bratz doll, which has become one of the top selling dolls in the world, in just a few years, taking the lead over Mattel's Barbie in some countries.
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Founder and CEO of MGA Entertainment, Isaac Larian, among some Bratz dolls at company's headquarters in Van Nuys, CA.  MGA Entertainment is the company that makes the Bratz doll, which has become one of the top selling dolls in the world, in just a few years, taking the lead over Mattel's Barbie in some countries.
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Founder and CEO of MGA Entertainment, Isaac Larian at the company's headquarters in Van Nuys, CA.  MGA Entertainment is the company that makes the Bratz doll, which has become one of the top selling dolls in the world, in just a few years, taking the lead over Mattel's Barbie in some countries.
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Founder and CEO of MGA Entertainment, Isaac Larian, with a doll in his likeness, at the company's headquarters in Van Nuys, CA.  MGA Entertainment is the company that makes the Bratz doll, which has become one of the top selling dolls in the world, in just a few years, taking the lead over Mattel's Barbie in some countries.
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