KEEPING Contemporary

Annicelli, Cliff
October 2006
Playthings;Oct2006, Vol. 104 Issue 10, p44
Trade Publication
The article focuses on the global toy industry market performance of Bratz dolls from MGA Entertainment Inc. since 2001. During the first year of Bratz dolls released, the sales for doll category increased by eight percent. In 2004, the sales decreased by six percent and fell by another two percent in 2005 to an estimated $2.7 billion. According to CEO Isaac Larian, the market's overall slowdown in 2005 was caused by lack of innovation and competition from other toys.


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