Week8 EOC2: Bratz Brawl

Brats Brawl

“In yet another twist in the epic Barbie-vs.-Bratz brawl, a U.S. District Court slapped Mattel Inc. with $88 million in damages after tossing out its claims that rival MGA Entertainment stole the idea for its blockbuster Bratz dolls, an embarrassment for the blond teen queen, to say the least.”
 Barbie vs. Bratz: In a Doll-Eat-Doll World, Lawsuits Go On - TIME http://content.time.com/time/business/article/0,8599,2067001,00.html#ixzz2lJFIF4pO

“MGA said it intends to appeal the judge's order and Mattel said it remains open to "all viable options" as the matter moves through the courts.” http://www.cnn.com/2008/LIVING/wayoflife/12/11/bratz.vs.barbies/

At this point, neither the American Girl Doll nor Bratz pose much of a threat to Mattel, which still has over 16 percent market share. So why would Mattel continue to pay huge legal fees to fight this battle? According to toy industry analyst Sean McGowan, it's not about the money. "From Mattel's perspective, it was very important for them to send a message," he says.

http://www.marketplace.org/topics/business/barbie-v-bratz-never-ending-court-battle

I believe that changing the style of your toy to appear to be the style of someone else’s toy should be acceptable.  You see it in the world around you every day.  An example of this would be how some car companies are harder to recognize just by the cars appearance.  If you want to be noticed for becoming the first to have that doll design, then say it in your commercial or something.