The Brawl in the Dollhouse Heats Up in Court
Shopaholic Bratz attempt to eclipse classy Barbie as No. 1.
Aug. 8, 2008 — -- In the age of fierce rivalries -- Hillary and Barack, Nicole and Paris -- few disputes have captured the spotlight like the epic battle being waged in the world of dolls -- Bratz vs. Barbie.
In one corner, measuring 9 inches tall with big eyes and even bigger bling, the challenger: Bratz. In another corner, with flowing blond hair and an impossibly disproportionate bust, the 47-year undisputed, undefeated champion from Mattel: Barbie.
Most people might think the world of dolls isn't the kind of place for a knockdown, drag-out brawl, but they would be wrong.
"Ken is not gonna save Barbie," said Isaac Larian, the CEO of Micro Games of America, which makes the Bratz dolls. "Barbie is not gonna save Barbie. And the leadership that they have at Mattel right now, it's not gonna save Barbie. I'm not trash talking&30133; I'm talking about the facts."
Larian might not strike you as the "doll" kind of guy. He came to America from Iran with nothing.
"I came here in 1971 with a one-way ticket and $750 in my pocket and a big American dream," he said. "And I have lived the American dream."
Larian went from washing dishes to creating a toy company. And in large part due to a big-eyed, big-headed doll idea, his company became the American dream on steroids.
When Larian first saw the Bratz design in 2001, he thought they looked like aliens.
"I think now they look beautiful," he said. "I've grown to like them."
Last year's $2.3 billion in sales can make many things beautiful.
Mattel, a public company, was unable to provide exact market numbers. But Larian, whose company is private, said Bratz has a 40 percent market share and is the No. 2 doll in the U.S. market -- No. 2 for now. Larian claims his Bratz girls are breathing down the lanky plastic neck of No. 1. That would be Barbie.
"It's time for her to retire. She's been around for too long," he said.
Some disagree.
"He's welcome to throw a party for Barbie any time he wants, but it won't be a retirement party. She has been and will remain the No. 1 fashion doll in the industry," said Chuck Scothon of Mattel.
Scothon is a senior Mattel executive and former high school offensive lineman. His product is the long-legged Goliath of the toy business.
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