They left aside the passive attitude and put in motion a real war operation. After all, Barbie alone represents 30% of Mattel total sales. Therefore, they created more deprived and ethnic versions of the doll, like the My Scene, and put the doll profile on MySpace and Facebook. They also launched a line of fashion dolls rather angry, inspired by hip-hop culture. The idea was to make this model a "version of combat" to stem the advance of her arch-rival. It did not work. Sales continued falling year after year. Without success in the marketing field, the management of Mattel changed tactics. They went for the courts against MGA, claiming that the designer Carter Bryant, father of the Bratz, had stolen the name and design of the doll collection of Mattel, when he worked there.
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