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New Bratz dolls set for August debut

Part of the new Bratz dolls collection. The new versions have less makeup and more ample clothing. Part of the new Bratz dolls collection. The new versions have less makeup and more ample clothing. (MGA Entertainment via Associated Press)
Associated Press / July 27, 2010

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NEW YORK — New Bratz dolls are heading to stores after a federal court overturned a ruling that their maker, MGA Entertainment, had to turn over the brand to Mattel Inc.

Two new lines of the doe-eyed dolls should hit stores such as Toys “R’’ Us, Target, and Wal-Mart by the end of August.

Bratz, the pouty-lipped, provocatively dressed rivals to Mattel’s Barbie, have been scarce as Mattel and MGA battled over their rights. Last week an Appeals Court overturned a lower court’s ruling upholding Mattel’s claim that Bratz’s designer was actually working for Mattel when he created them and Mattel should get ownership of the trademark. The case may be retried.

The new Bratz have less makeup and more ample clothing and are more flexible than earlier versions, said MGA chief executive Isaac Larian. They have been in development since December, when the Appeals Court put on hold the order for MGA to hand over the trademark to Mattel.

The Bratz franchise was once was MGA’s biggest brand. But its popularity peaked in 2005 and sales have been sliding since. Meanwhile, MGA launched its “Moxie Girlz’’ brand. SpinMaster also introduced “Liv’’ dolls. And Barbie, who long ruled the roost of fashion dolls, has been experiencing a resurgence.