This case study revolves around the Barbie vs Bratz debate and how the Barbie brand has struggled over the years to maintain a high number in sales. Made in 1959, Barbie was targeted for young girls. It wasn’t for a few more years when her companion Ken was released, then a number of years after, an African-American doll, Christie, came onto the market. After its financial pinnacle in 2002, Barbie’s market share started to drop and reached an all-time low in 2009. Only a year before Barbie’s financial pinnacle a new line of dolls, called Bratz, were released onto the market. Bratz dolls were considered edgier and more ethnically diverse than Barbie dolls. Because of this, they appeal to older girls who might swap out their old Barbie dolls for the edgier Bratz dolls.…show more content… When the Barbie dolls debuted in 1959, they quickly became a favorite of young girls everywhere. The Bratz line hit the market when Barbie and other competitors started to decline in sales, because the Bratz line was taking revenue from other brands. 2000 is when Mattel started with making up the sketches and what the doll would look like as well as if this would be a good idea to sell to competitors.
Around 2004, a lawsuit was filed against Bratz and many counterclaims and were filed against Mattel concerning who should have legal ownership of the Bratz line. With this all being said, Mattel was awarded $100 million dollars to figure out why there was going to be some infringement towards the two types of dolls. Mattel filed a motion and was given an appeal, which at this moment in time is still being processed. Unfortunately ideas cannot be agreed upon, and problems with the language barrier prohibit a crucial facet of the communication process. This stresses the importance of a well-formatted idea and how much of a difference it can
