(NOTE: The unknown Bratz collection previously referred to as Bratz BFF [Best Friends 4Ever] has been revealed to be BRATZ ICONZ. Please scroll down entry for more details)

Related Entry:

That's All, Folks: 2009 Will Be The Final Year For Bratz (04.30.2009):
(Blog entry not available due to database crash)

Six months.

The Bratz products and collections for Fall 2009 will be the most ambitious products and collections that MGA Entertainment has ever manufactured. But what MGA Entertainment may have not informed you is how difficult it will be to find these Bratz products and collections when they are released during the summer and for the next few months thereafter, all the way through the Christmas holiday shopping season.

Alas, this is the reality with Bratz now. The ongoing litigation between MGA Entertainment and Mattel over the rights and ownership of the Bratz franchise has taken a direct hit on Bratz — not only in sales, but also in reputation. Retailers have drastically scaled back Bratz merchandising plans or have canceled selling Bratz altogether, citing weak sales and demand for Bratz. Vendors and licensees have severed business relationships with MGA Entertainment, under the impression that Bratz is no longer as profitable or as iconic a commodity as it once used to be. Designers and developers responsible for the early Bratz releases from the original 1st Edition Bratz in 2001, to the more successful Bratz collections such as Rock Angelz and Forever Diamondz during the franchise's peak years of 2005 and 2006, have left MGA Entertainment to pursue better opportunities at other toy companies and elsewhere. And children, perhaps the most fickle consumer demographic that MGA Entertainment has targeted with Bratz, have grown up and moved on to other things such as social networking on Facebook and Twitter.

There are six months remaining between the time of this blog entry until the Bratz final date of availability on January 21, 2010. On that date, retailers must clean out all unsold Bratz merchandise from their stores and send that unsold Bratz merchandise to MGA Entertainment, which must then turn it over to Mattel.

Six months.

I cannot even begin to emphasize how crucial these six months will be for MGA Entertainment. Six months sounds like a long time, but it can go by very quickly. The company is continuing to file its appeal with the United States Ninth Circuit Court Of Appeals in Riverside, California, disputing the verdict on July 17, 2008 where a federal jury determined that ownership of the Bratz franchise belongs to Mattel. The company is also working with Mattel on settlement negotiations, allowing it to continue manufacturing Bratz while Mattel profits from the sales of any products and collections with the Bratz brand on them.

But that has not stopped Mattel from intensifying its ruthless pursuit of eliminating existing Bratz products and collections from the consumer marketplace, as well as its ruthless pursuit of complete and total domination in the toy industry. The company that proclaims to create the greatest toys and consumer products ever manufactured in the entire universe has issued a Code Red alert to retailers such as Target and Toys R Us, and it will do whatever it takes to manipulate those retailers to reduce Bratz availability and flood the market with more Barbie-branded merchandise. Mattel has already played a big role manipulating Wal-Mart to remove Bratz off store shelves (see this announcement of Wal-Mart no longer carrying the Bratz License Modular Merchandise after July 2009), and that's making things difficult for Bratz fans even before a single Bratz product or collection for Fall 2009 has been released.

MGA Entertainment will do everything possible and utilize as many resources as it can to facilitate the availability of the Bratz products and collections for Fall 2009, both online and in-store. Mr. Larian and the many wonderful people at this company all understand as much as we do how much is at stake with Bratz. It is not going to be easy, but the next six months are going to be nothing short of arduous. Fans will have to work extra hard to find the Bratz dolls they're looking for — even if it means traveling 200+ miles to a store somewhere out in the middle of nowhere, just to purchase one doll.

Although I do not have the entire listing of Bratz products and collections for Fall 2009, I do have a few scant details of what those Bratz products and collections are based on trends, observations, and just overall predictions. This information is subject to change, but let's start right away with this collection:

BRATZ PASSION 4 FASHION FALL 2009 (COLLECTOR'S LIMITED EDITION RELEASE):
(UPDATE 9/20/2009: This Bratz collection has been canceled from release; the name of this collection has been reassigned)

Remember the excruciating and brutal torture that Bratz fans endured finding Sabina and Dresden from the Spring 2009 edition of Bratz Passion 4 Fashion? I can certainly attest to how excruciating and brutal it was to find those two Bratz dolls! Well, if you thought Bratz Passion 4 Fashion Spring 2009 Sabina and Dresden was the most difficult Bratz collection to find in the eight-year history of the Bratz franchise, five words: You ain't seen nothing yet. Bratz Passion 4 Fashion Spring 2009 Sabina and Dresden had a very reduced production run due to the ongoing litigation, but Bratz Passion 4 Fashion Fall 2009 had an even more reduced production run. Prepare for the most incredible manhunt of your life when you begin searching for the new characters that will be introduced in Bratz Passion 4 Fashion Fall 2009 (oh, and just for the record, if Target did not sell Bratz Passion 4 Fashion Spring 2009 Sabina and Dresden at any of the 1,600+ stores in the United States, it should follow that Target will not sell Bratz Passion 4 Fashion Fall 2009, either).

Related Entries:
Bratz Passion 4 Fashion Spring 2009 Sabina and Dresden (04.23.2009):
(Blog entry not available due to database crash)

Sabina And Dresden Found! Guess Where? (04.28.2009):
http://cannellefraiche.bratzheaven.com/b2evolution/blog1.php?p=17

BRATZ BFF (BEST FRIENDS 4EVER) BRATZ ICONZ (UPDATE 7/4/2009 - thanks "ora_neg"):

BRATZ ICONZ - Product Description:

The Bratz are struttin' their secret symbolz from head to toe in fun and funky gear that's totally personalized. Each Bratz is making a statement that is totally one of a kind! The nicknames are cute, but wearing 'em is totally cool! Your Bratz wears cool gear that represents her personality. Tons of personalized accessories in the shape of your Bratz' personal emblem! Head to toe cute!

Bratz Iconz Cloe With Angel Pig:
http://cannellefraiche.bratzheaven.com/photos/bratziconzcloe.jpg

Bratz Iconz Sasha With Bunny Boo Rabbit:
(stock photo not available)

Bratz Iconz Jade With Kool Kat Kitty:
http://cannellefraiche.bratzheaven.com/photos/bratziconzjade.jpg

According to MGA Entertainment, Bratz BFF (Best Friends 4Ever) is NOT the official name of this collection. In fact, based on the photo included with this blog entry, I'm not sure what this collection is called. I would be mistaken to interpret Bratz Best Friends 4Ever as the working title of such a collection. When I received Yasmin from this Bratz collection, I searched through the packaging and did not see a collection name associated with it. Since I didn't know what to do, I decided to assign a name to this Bratz collection. And the first thing that immediately came to mind was the movie "Bratz: The Movie" — specifically, the young actresses who portrayed the characters Yasmin, Cloe, Sasha, and Jade and their consistent use of the acronym "BFF" throughout the movie.

The Bratz Best Friends 4Ever collection consists of the Bratz "core four" (hence, the "4Ever" part of the "Best Friends 4Ever" collection name). Each character comes with one fashion, plus accessories based on each of the character's nicknames: Yasmin with Pretty Princess Frog; Cloe with Angel Pig; Sasha with Bunny Boo Rabbit; and Jade with Kool Kat Kitty.

I have sent an E-Mail to MGA Entertainment inquiring about the official name of this Bratz collection. I hope to obtain a response from the company regarding what that official name is (if this Bratz collection actually has a name associated with it; if not, I'll just go with Bratz Best Friends 4Ever).

(UPDATE 7/4/2009: The name of this Bratz collection is known as BRATZ ICONZ and NOT Bratz Best Friends 4Ever as previously mentioned. In addition to the regular Bratz Iconz dolls, there will also be plush versions of the icons represented by each character in this collection, e.g., Bratz Petz Iconz Plush Angel Pig. And why the name "Iconz"? Because Mr. Larian referred to the Bratz brand as "iconic" and that it had huge opportunities if it was nurtured by the right company)

BRATZ DESERT JEWELZ:

Bratz Desert Jewelz should not be confused with Bratz Genie Magic from Spring 2006, and it should also not be considered a big Bratz line for Fall 2009. This is a simple budget collection that consists of Yasmin, Cloe, and Jade wearing Egyptian-inspired fashions. Additional merchandising associated with Bratz Desert Jewelz will be forthcoming, but do not expect something grand or spectacular. To coincide with the release of this collection, a DVD movie titled "Bratz Desert Jewelz: Genie Magic II" (formerly "Bratz: Aladdin") will also be released. However, because of Lions Gate Entertainment's decision not to renew its home entertainment and theatrical distribution license with MGA Entertainment after November 2008, this Bratz DVD movie will not be released in the United States, but it will be released in other countries where MGA Entertainment's home entertainment distribution license is still valid.

Related Entry:
No Bratz DVD Movies To Be Released In The United States For 2009/2010 (05.12.2009):
http://cannellefraiche.bratzheaven.com/b2evolution/blog1.php?p=22

BRATZ CAREERZ BRATZ PASSION 4 FASHION:
UPDATES:

9/20/2009: The official name of this collection is Bratz Passion 4 Fashion.

7/15/2009: Please note that this collection name is not official. I am fully aware that the name of this collection Bratz Careerz is incorrect. However, I did the best I could in making a mountain out of a molehill when it came to figuring out what this Bratz collection is known as. When more details about this collection are known, I will update accordingly.

The Bratz will soon pursue interests in something other than their passion for fashion. Yasmin, Cloe, and Jade have their sights set on bigger and better things, as they prepare to leave behind their reckless past and focus on a future full of new adventures and possibilities.

Yasmin: Environmental "Earth Girl" Activist
Cloe: Rockin' Rodeo Cowgirl
Jade: Artist Of Style

BRATZ PLAY SPORTZ:

The Bratz Play Sportz series continues with the Bratz characters rockin' their favorite sports with their usual super cool style and attitude. With their signature fashion flair, the Bratz prove that staying healthy is a timeless style statement for any season. Yasmin and Cloe will be included in the Fall 2009 edition of the Bratz Play Sportz collection, though it is not known what their sports are. Other characters in other sports will be included.

BRATZ TWIINS 6TH EDITION (BRATZ WORLD TWIINS FALL 2009):

These are new identical Bratz Twiins characters, similar to what was released in Fall 2008. No other information available.

BRATZ LIMITED EDITION COLLECTOR'S SERIES PORCELAIN DOLLS:

It depends on how many orders have been fulfilled for this collection, much less if these Bratz Porcelain dolls were ever manufactured to begin with. On the back of the packaging from the Bratz Limited Edition Collector's Porcelain Dolls Couture Series (Fall 2008), MGA Entertainment made available details about new and upcoming Bratz Limited Edition Collector's Series Porcelain Dolls:

DESIGNER SERIES:
Select Bratz. Fewer than 100,000 dolls in time-honored themes available.

STYLE SERIES:
Special edition Bratz. Unlimited collectible Bratz available.

ADDITIONAL BRATZ PRODUCTS AND COLLECTIONS FOR FALL 2009:

These have not been confirmed by MGA Entertainment at the time of this blog entry:

• Bratz World First Date Series: Cloe / [New Bratz Boyz Character]
• Bratz Costume Party Fall 2009
• Bratz Holiday 2009

If you happen to find any or all of the new Bratz products and collections for Fall 2009 in stock, if and/or when they do appear in stock, you had better buy them right away, no excuses. They are not going to be in stock for very long. That clock is ticking. Six months.

(UPDATE 2/1/2010: As of February 8, 2010, Richard Dickson has resigned from his position as General Manager and Senior Vice President of Barbie brands at Mattel, Inc. Dickson is now President and CEO of branded businesses at clothing retailer Jones Apparel Group, Inc.)

There had to be a headline like this coming along sooner or later! And if your name is Richard Dickson (General Manager and Senior Vice President, Barbie brands, Mattel, Inc.), well, you know you're going to be the butt of jokes:

Larger view:
http://cannellefraiche.bratzheaven.com/photos/frontpage-whatadickheadlarge.jpg

Related entry:
Our Message To Robert Eckert, Chairman & CEO Of Mattel, Inc. (05.25.2009):
http://cannellefraiche.bratzheaven.com/b2evolution/blog1.php?p=24

This guy looks like a freak at a carnival sideshow. That butt-ugly face of his gives me the creeps.

UPDATES:
7/19/2009: The Moxie Girlz products and collections are now available at most major retailers in the United States. It is now legal to post images of the Moxie Girlz online.

7/1/2009: In response to this blog entry, a spokesperson from Wal-Mart Stores, Inc. contacted me and informed me that it has committed to selling all Moxie Girlz branded products and collections at all 3,800+ stores in the United States. She would not comment on any Bratz merchandising plans for Fall 2009; also, see this announcement.

6/25/2009: In response to this blog entry, MGA Entertainment contacted me and requested that I remove certain materials and information about the Moxie Girlz. Since I have a tremendous amount of respect and praise for the many wonderful people at MGA Entertainment, I have complied with the company's request and reedited this entry to reflect the removal of those materials and information.

I sincerely apologize to MGA Entertainment and the company's President and CEO Isaac Larian for any inconvenience that I may have caused. I fully understand that it is a very difficult period for MGA Entertainment, since this company has way too much at stake with the ongoing litigation against Mattel over the rights to the Bratz franchise. It was very poor judgement on my part to have distracted the company by posting materials and information about the Moxie Girlz that should not have been posted in the first place. I will not dispute this issue with MGA Entertainment any further: My primary concern at this time is the Bratz products and collections for Fall 2009 and the likelihood that they could be the final Bratz products and collections released by the company.

Related entries:
Get Your Moxie On! Introducing....Moxie Girlz (06.15.2009):
http://cannellefraiche.bratzheaven.com/b2evolution/blog1.php?p=32

Moxie Girlz: What, Barbie Worry? (07.2.2009):
http://cannellefraiche.bratzheaven.com/b2evolution/blog1.php?p=39

Moxie Girlz: How Many Licks Does It Take....? (07.16.2009):
http://cannellefraiche.bratzheaven.com/b2evolution/blog1.php?p=42

These Girlz Got Moxie: I Found The Moxie Girlz At Target! (07.22.2009):
http://cannellefraiche.bratzheaven.com/b2evolution/blog1.php?p=43

Robyn Barnette: "I Will Not Do A Moxie Girlz Fan Website" (08.4.2009):
http://cannellefraiche.bratzheaven.com/b2evolution/blog1.php?p=45

I think it is safe to say that Mattel will have nothing to worry about regarding any litigation issues it may have with the brand new fashion doll line by MGA Entertainment, the Moxie Girlz.

Isaac Larian, the President and CEO of MGA Entertainment, is one of the most amazing people I've gotten to know in the toy industry. As an immigrant from Kashan, Iran, he came to the United States of America in 1971 with $750 in his pocket, to accomplish his goal of living the American dream. In accomplishing his goal, Mr. Larian believed in the theory that if you work hard, you can achieve success in anything that you pursue in life. But sometimes, working hard does not guarantee a successful outcome. After everything he has endured throughout the ongoing litigation against Mattel over the rights to the Bratz franchise, it appears that Mr. Larian now has a different perspective on what it means to live the American dream.

It's a shame, really, because Mr. Larian was hoping that the Moxie Girlz would be the heir apparent to Bratz and achieve the same phenomenal success that has made him a wealthy and prosperous individual. I'm sure Mr. Larian and the many wonderful people at MGA Entertainment had the best intentions of making lemons out of lemonade with the Moxie Girlz. However, this brand new fashion doll line is more likely to leave a very bitter taste in the mouths of consumers when the dolls begin appearing in stock at most major retailers in Fall 2009 (most, since Wal-Mart is not committing to selling the Moxie Girlz or any product manufactured by MGA Entertainment at any of the retailer's 3,800+ stores in the United States — see this announcement) (UPDATE 7/1/2009: In response to this blog entry, a spokesperson from Wal-Mart Stores, Inc. contacted me and informed me that it has committed to selling all Moxie Girlz branded products and collections at all 3,800+ stores in the United States. She would not comment on any Bratz merchandising plans for Fall 2009; also, see this announcement.). Perhaps consumers would feel more satisfied giving their money to Alex's Lemonade Stand instead.

MGA Entertainment rushed through development and manufacturing of the Moxie Girlz, and it is apparent that the company should have spent a lot longer than five minutes developing and manufacturing a quality doll line intended as a successor to Bratz. At least with Bratz, MGA Entertainment spent nearly two years building a "Barbie beater," and the company succeeded in building the biggest competition that knocked Barbie off her pedestal. Yet, the Moxie Girlz is a victim of bad timing with the ongoing litigation. Although they are nowhere near as edgy and sassy as Bratz, the Moxie Girlz generated controversy even before a single doll was released. Consumers were under the impression that the Moxie Girlz dolls were invented by some former employee at Mattel who breached his contract and sold trade secrets to MGA Entertainment in order to create them. If that is the impression consumers have about the Moxie Girlz, there is very little to no chance that they will purchase any Moxie Girlz branded products — and, there is very little to no chance that the Moxie Girlz will be a successful doll franchise like Bratz.

In my previous entry about the Moxie Girlz, I stated that I did not see myself supporting this brand new fashion doll line by MGA Entertainment or how this brand new fashion doll line would be a serious competitor to Barbie. In fact, the more I think about this fashion doll line and the reasons why it was created, the more I believe that Moxie Girlz is doomed to fail. It is certainly not something that I want to see happen with Moxie Girlz, especially considering that MGA Entertainment could lose all exclusive rights and ownership of the Bratz franchise when the company's ongoing litigation against Mattel is finalized at the end of 2009. However, this brand new fashion doll line has been severely encumbered by the ongoing litigation, so it had been in trouble from the very beginning. It will be extremely difficult for MGA Entertainment to promote Moxie Girlz as the company's "next big thing." If anything, Moxie Girlz will end up being just another fashion doll line added to the ranks of other fashion doll lines that have been ruthlessly disposed of and are now entombed in Barbie's wake: Jem (Hasbro), Miss America (Kenner), Maxie (Hasbro), and many others. The imminent failure of the Moxie Girlz will very likely make this the final fashion doll line ever developed and manufactured by MGA Entertainment, driving the company out of the fashion doll business.

Not only am I disappointed by what MGA Entertainment has presented to us with Moxie Girlz, but I'm also disheartened by it, too. I know that the Moxie Girlz could have been a much better fashion doll line, had MGA Entertainment spent more time conducting better planning, design, research, and focus group testing. If MGA Entertainment emphasized creating a quality fashion doll line instead of a Bratz "replacement," perhaps the Moxie Girlz would have been competitive enough to make a lasting impression in the consumer marketplace and retail establishment, let alone be a serious competitor to Barbie.

I respect MGA Entertainment for having the courage to go out on a limb and integrate several elements from Bratz into Moxie Girlz (e.g., the snap-on/snap-off feet, the "passion for fashion," fancy names of the characters, etc.), in its attempt to remind Bratz fans that what they loved about the Bratz dolls can be found in Moxie Girlz. And I'm sure that Bratz fans will purchase a couple of Moxie Girlz dolls, although it's more likely because they want to show their support for MGA Entertainment and don't want their money going to Mattel. Still, it cannot undermine this simple fact: Moxie Girlz is NOT the same as Bratz.

Maybe I expected too much from MGA Entertainment. Maybe I set my standards too high for this brand new Moxie Girlz fashion doll line to be a great successor to Bratz. I guess I have been a Bratz fan for too long and have been confined to everything that made Bratz the successful franchise that it is and that it will forever be remembered as. But since I have decided not to support the Moxie Girlz, I am now beset by a feeling of depression, knowing that there will never be another doll franchise as phenomenal and exciting as Bratz ever again. The magic that Yasmin, Cloe, Sasha, Jade, and Meygan have brought into my life and the lives of millions of children around the world is gone. And while MGA Entertainment may never manufacture or release another Bratz doll or Bratz collection again, at least I still have the Bratz dolls that the company manufactured and released during the franchise's eight-year tenure. Whenever there is a moment where I feel the need to escape from the harsh realities of life, I can always visit my bedroom and stand in front of my Bratz doll display, staring at my Bratz dolls, marveling at their incredible innovation, remembering that it all started in July 2004 with a simple $26.71 investment at Wal-Mart. Those were the good old days....

And MGA Entertainment spent five minutes last night creating this brand new fashion doll line?

Larger view:
http://cannellefraiche.bratzheaven.com/photos/moxiegirlzwebsitelarge.jpg

Related entries:
Moxie Schmoxie: Moxie Girlz Revealed.... (06.18.2009):
http://cannellefraiche.bratzheaven.com/b2evolution/blog1.php?p=33

Moxie Girlz: What, Barbie Worry? (07.2.2009):
http://cannellefraiche.bratzheaven.com/b2evolution/blog1.php?p=39

Moxie Girlz: How Many Licks Does It Take....? (07.16.2009):
http://cannellefraiche.bratzheaven.com/b2evolution/blog1.php?p=42

These Girlz Got Moxie: I Found The Moxie Girlz At Target! (07.22.2009):
http://cannellefraiche.bratzheaven.com/b2evolution/blog1.php?p=43

Robyn Barnette: "I Will Not Do A Moxie Girlz Fan Website" (08.4.2009):
http://cannellefraiche.bratzheaven.com/b2evolution/blog1.php?p=45


Okay, kids, let's all gather around and sing the Moxie Girlz theme song! Ready? Here we go!

(NOTE: Written to parallel that intensely irritating track titled "Barbie Girl" by Aqua):

I'm a Moxie Girl,
In a Moxie World,
Life is silly,
Milli Vanilli....

Girl you know it's true,
Moxie Girlz is new,
Imagination,
What a strange creation....

There has been plenty of speculation and buzz about Moxie Girlz, when Bratz fans accidentally stumbled across the name by scanning in certain Bratz products at Target and seeing the name "Moxie Girlz" appear on the department store's self-scanning kiosk LCD screens. At first, these Bratz fans thought it was an error on the part of Target. Perhaps the massive product database at Target Corporation that contained all the items currently being sold at all 1,600+ Target stores in the United States had the entries for both Moxie Girlz and Bratz intertwined in the wrong locations. Perhaps Moxie Girlz was an entirely different toy line manufactured by an entirely different toy company such as Play Along Toys, Hasbro, or Bandai America.

However, with the current ongoing litigation between MGA Entertainment and Mattel over the rights to the Bratz franchise, Bratz fans had reason to believe that something was suspicious about Moxie Girlz. Although MGA Entertainment has not (at the time of this blog entry) revealed any specific details about Moxie Girlz, it appears that should the company lose all exclusive rights and ownership of the Bratz franchise to Mattel, Moxie Girlz is a brand new fashion doll line by MGA Entertainment that will be replacing Bratz.

All right, so the name of MGA Entertainment's brand new fashion doll line is Moxie Girlz. While the name itself sounds as exciting as eating a bowl of Cheerios for breakfast every morning, it does raise a lot of concern among Bratz fans. Would Bratz fans support a new fashion doll line that's replacing an established franchise they have embraced for the past eight years? How would Bratz fans transition to this new doll line after everything they loved and have grown accustomed to about Bratz? Does MGA Entertainment believe that Moxie Girlz will be a triumphant successor to Bratz, after a few other doll lines the company previously manufactured (e.g., Yummi-Land, 4Ever Best Friends, America's Next Top Model) failed to generate the same impact and reputation as Bratz? And, probably the most important question of all: Did the people behind the development and manufacturing of this Moxie Girlz fashion doll line previously work at Mattel?

The official website for Moxie Girlz is located at http://www.moxiegirlz.com/. I did a WHOIS lookup of this domain name, and it is registered to MGA Entertainment. On the website, the slogan is "Be true! Be you!" The website also features a definition of the word "Moxie":

mox·ie [mok-see]
n.
1. Positive attitude and confidence.
2. The courage to go for it.
3. Energy in everything you do.

I think I speak for a lot of people when I say....so what? And, who cares? I just want to know more about the slogan "Be true! Be you!" It's not exactly a powerful and inspiring statement ever made in the history of modern feminism. Then again, neither is "The only girls with a passion for fashion," and that sounds far more interesting than "Be true! Be you!" Honestly, Moxie Girlz is the most absurd name for a fashion doll line ever conceived. Play Along Toys, Hasbro, Bandai America, and even Mattel would never create a fashion doll line called Moxie Girlz. It's as though MGA Entertainment put forth no real effort to develop and manufacture a product where it actually cared about what customers — especially Bratz fans — wanted. If this is the best MGA Entertainment can come up with as a successor to Bratz, it won't be long before this company goes out of business and all those Moxie Girlz fashion dolls end up at the nearest Dollar General store.

Bratz had Yasmin, Cloe, Sasha, and Jade as the original "core four." What are the names of the core four characters for the Moxie Girlz, Maxi, JoJo, Candi, and Cheri? So when you need a little peace of mind, come on over boy anytime, I'll keep you happy and so satisfied, in my house....in my house....

BTW, love that track. And, love the music group that sings it, too. Heck, I would prefer the name of the music group, Mary Jane Girls, over "Moxie Girlz" any day! Too bad the name is copyrighted. Oh, well....

The initial Moxie Girlz product offerings include the Moxie Girlz dolls themselves, a Moxie Girlz Magic Hair collection, a Moxie Girlz Hair Salon playset, a Moxie Girlz "Art-titude" art kit, and a Moxie Girlz "Jammaz" fashion pack. Since Target is where Bratz fans encountered the name "Moxie Girlz," Target is where the new Moxie Girlz fashion doll line will be sold. Other retailers such as Toys R Us and K-Mart may follow suit and sell Moxie Girlz at its stores. As for Wal-Mart, it is not likely that Wal-Mart will be selling the Moxie Girlz products at any of the retailer's 3,800+ stores in the United States: Since Wal-Mart announced that it was no longer carrying the Bratz License Modular Merchandise after July 2009 and removing all Bratz-branded merchandise off their store shelves, as Bratz goes, so goes Moxie Girlz. (UPDATE 7/1/2009: In response to this blog entry, a spokesperson from Wal-Mart Stores, Inc. contacted me and informed me that it has committed to selling all Moxie Girlz branded products and collections at all 3,800+ stores in the United States. She would not comment on any Bratz merchandising plans for Fall 2009; also, see this announcement.)

I'm not really sure where MGA Entertainment is going with this Moxie Girlz fashion doll line. And, I'm not really all that eager to find out, either, but this company is not going straight to the top, that's for sure. Moxie Girlz sounds like a doll line MGA Entertainment created at the last minute, since this company knows that it stands no chance of winning any appeal over the rights to the Bratz franchise. The evidence is stacked against MGA Entertainment. To put it more succinctly, it's signed, sealed, delivered for Bratz.

Unless there is something appealing about Moxie Girlz, unless there is a reason to believe that Moxie Girlz will accomplish the same phenomenal success as Bratz, I do not see myself supporting this brand new fashion doll line by MGA Entertainment. Moreover, I do not see how Moxie Girlz will be a serious competitor to Barbie, since Mattel has put the entire industry on notice that any toy company which enters the fashion doll business is in danger of being litigated into bankruptcy and destruction. In fact, the worst and most humiliating scenario that I see a very real possibility of happening is if Mattel's own "Bratz" dolls actually outsell and outperform Moxie Girlz. And wouldn't that be a shocking insult, for Mattel to eliminate the Moxie Girlz with its own version of the doll brand that made MGA Entertainment a successful and prosperous billion-dollar company? If that does happen, I guarantee that MGA Entertainment will never manufacture another doll line again and leave the fashion doll business entirely.

I would have to see the finished Moxie Girlz products in stores, so that I would have a better assessment and judgement on how successful I believe this new fashion doll line will be. But right now, it is not looking very optimistic for MGA Entertainment at this point. Regardless, I appreciate MGA Entertainment introducing Moxie Girlz as a means of leaving Bratz behind and starting everything from scratch. I would like to wish the many wonderful people at MGA Entertainment, as well as the company's President and CEO Isaac Larian, the best of luck in all their future endeavors.

It's hard to believe that Bratz has lasted as long as it has, in the midst of the many events that have taken place in our world, from 9/11 to the election of Barack Obama as President of the United States. Sadly, nothing stays hot forever and nothing lasts forever. As Bratz fans, we all have our memories and our dolls. A true testament to Bratz is how ahead of their time these dolls really were, but how far these dolls are from being forgotten. Formal Funk, Rock Angelz, Tokyo A Go Go, Princess, Genie Magic, Forever Diamondz, Flashback Fever, Wintertime Wonderland, Wild Life Safari, XPress It!, Funk Out!....MGA Entertainment was definitely in its prime when it manufactured a fashion doll that dethroned Barbie. I will forever cherish what MGA Entertainment created with Bratz, and I will also cherish how this company changed my life and the lives of millions of children everywhere with Bratz. But above all and everything else, I will still be traveling to locations with my Bratz dolls and capturing photos of them, so I can share my photos with everyone. Long live Bratz, its legacy, and its impact in the toy industry!

I'm not really sure how she ended up with a Pic Fic. Anyway, enjoy the adventures of Barbie and her boyfriend (?) Ken, in my Barbie Pic Fic titled "Barbie Meets The Bratz."

In this chapter, Barbie and Ken drop in on a Bratz Pack house party and want to be friends with the Bratz. They try to be cool like them, and well....

Read more »

(UPDATES:
8/2/2010: YouTube has removed the "Let's Celebrate" music video, due to a copyright claim by Lions Gate Entertainment.

In addition, an attorney representing Lions Gate Entertainment sent me a Cease And Desist notice, demanding that I remove any and all links to the music video from my Bratz Heaven Blog.


6/28/2010: MGA Entertainment has confirmed that, for the first time in the United States, the "Bratz — Pampered Petz: A Rescue Adventure" DVD movie will be released on October 5, 2010.

In addition, the DVD movie will be distributed through Lions Gate Entertainment, which renewed its licensing agreement with MGA Entertainment.

Finally, I will be creating a newer and better quality version of the "Let's Celebrate" music video and uploading it to YouTube)

(NOTE: Scroll down entry to read the response from MGA Entertainment regarding the lyrics to the "Let's Celebrate" music video)

Related entry:
No Bratz DVD Movies To Be Released In The United States For 2009/2010 (05.12.2009):
http://cannellefraiche.bratzheaven.com/b2evolution/blog1.php?p=22

Hold up, wait a minute....did they say what I thought they said?

There's a reference to female homosexuality in this music track?

First, there were cursing Bratz Babyz karaoke dolls. Now there's this....

When I was compiling the lyrics to the "Let's Celebrate" music track, there was a line in the Chorus part of the track that was incredibly difficult to understand. After hours of extensive work trying to decipher the lyrics (which included slowing down the track at specific points to listen to what was actually being sung), it appears that the Bratz characters mentioned what sounded like the word "Sapphic," a term that refers to female homosexuality. Additional deciphering may also have revealed that the Bratz characters mentioned what sounded like the word "Sappho," referring to the Ancient Greek lyric poet whom the word "Sapphic" is derived from. Ironically, the word lesbian — a term used to describe a homosexual female — is derived from the name of the island from which Sappho was born, the island of Lesbos.

Although I am an individual who believes in breaking the rules and absolute freedom to express myself in any manner that I want to (hence, this Bratz Heaven Blog), even I have my limits where I have to stop and say, "Hold up, wait a minute....did they say what I thought they said?" I completely understand that the "Let's Celebrate" music track is not about celebrating something much deeper than the basic themes of embracing friendship and being true to oneself. And I certainly do not want people to come away with the impression that I'm using this track as some type of crutch to spin a sensitive issue into one big joke.

Furthermore, I have nothing against homosexuality. I personally believe it is fantastic that there are people in this world who choose to live that type of healthy lifestyle, and they deserve all the praise and respect for doing so. However, when you are marketing a product toward children — especially little girls — there is a point where you have to draw the line. It's one thing for the Bratz to flaunt their passion for fashion and look sexy doing it; it's another to expose a topic that is considered way too advanced for children. I know that this was not the intention of the wonderful people responsible for writing the lyrics of this music track. If each copy of the "Bratz - Pampered Petz: A Rescue Adventure" DVD movie included a lyric sheet of the "Let's Celebrate" music track, perhaps it would help clarify any confusion and misunderstanding that people such as myself have when listening to it.

Sapphic, Sappho....does it make any difference? Well, that depends, but I guess I'm making this a lot more complicated than what it should be.

The premise for my commentary about the "Let's Celebrate" music track is simple: I cannot understand the damn lyrics that are being sung in one line of the track, after everything I've tried to figure it out! And even when I have tried to figure it out, the lyrics unraveled something that was entirely different than what I was expecting and that did not make any sense. It's this type of situation where I am reminded of a track by pop music artist Britney Spears titled "If You Seek Amy": If you decipher it carefully enough, the title spells out a certain word that begins with the letter F and rhymes with "luck" — not to mention, it's a word I have been notorious in using:

Our Message To Robert Eckert, Chairman & CEO Of Mattel, Inc. (05.25.2009):
http://cannellefraiche.bratzheaven.com/b2evolution/blog1.php?p=24

Eventually, I have decided to leave that particular line in the Chorus blank, until I am able to obtain the correct lyrics to the "Let's Celebrate" music track. I sincerely apologize for any inconvenience. For now, you'll just have to listen and draw your own conclusions.

(UPDATE 6/8/2009: In response to this blog entry, a spokesperson from MGA Entertainment sent me the following:

----------
Hi, Robyn!

I love your Bratz blog. It's truly one of a kind!

I have a copy of the Pampered Petz DVD, and when I first heard the song, I thought the same thing! It does sound like they are saying the word Sappho (I never read any of Sappho's poetry in college)

Here are the correct lyrics:

Side by side and hand in hand,
Together we made it this far,
Let's celebrate, let's celebrate,
Vamos y celebrar,

I apologize if you had a hard time figuring out the lyrics to the Let's Celebrate music video. I hope that I've helped out in some way!

Thanks and best regards,
----------

The lyrics to the "Let's Celebrate" music track have been corrected and updated. A very special thanks to MGA Entertainment for clarifying the situation!)

LYRICS:

"Let's Celebrate"
Music track performed on the "Bratz - Pampered Petz: A Rescue Adventure" DVD movie
Performed By: The Bratz
Written By: Matthew Gerard, Robbie Nevil, and Yasmin, Cloe, Sasha, Jade
© MGA Entertainment 2009

Download lyrics to "Let's Celebrate" from Bratz Heaven (*.PDF file download size is 309 KB — requires Adobe Acrobat Reader to view):

http://cannellefraiche.bratzheaven.com/videos/lyrics-letscelebrate.pdf

Verse 1:
We live and we learn,
But it takes time,
We get through together,
And it turns out right....

Verse 2:
Friends forever,
We are family,
Ending up together,
Is a royal victory....

Chorus:
Let's celebrate,
Let's celebrate,
Vamos y celebrar,
Let's sing and dance,
Let's sing and dance,
Cantar y bailar....

[* Blank lyrics *] Side by side, (added 6/8/2009)
And hand in hand,
Together we made it this far,
Let's celebrate,
Let's celebrate,
Vamos y celebrar....

Verse 3:
All we've been through,
Has made us strong,
There's nothing we can't do,
Now the fiesta is on....

Repeat Verse 2

Repeat Chorus

That was the slogan Mattel prominently (and arrogantly) displayed during its pinkfest circus horror show at Toy Fair 2009, the Toy Industry Association, Inc.'s largest international toy trade show which takes place annually in mid-February in New York City. The slogan was primarily intended to coincide with a new line of reproduction Barbie dolls that were released many years ago. But I would be amiss to interpret this slogan as an indirect swipe at consumers who gave up Barbie in favor of Bratz — especially when Bratz started outperforming and outselling Barbie from 2002 through 2006 and cut into Mattel's market share.

Does Mattel think that EVERY single human being around the world ignored Barbie and became deceived by the Bratz hype for the past few years? Does Mattel truly believe that by sabotaging the litigation against MGA Entertainment over the rights and ownership of the Bratz franchise, Mattel can convert Bratz fans into Barbie fans and drive MGA Entertainment out of the fashion doll business? Does Mattel assume that by introducing all these reproduction Barbies, Mattel can "cure" those converted Bratz fans and make them rediscover the childhood they had missed out on for so long? Finally, exactly how many millions of dollars did Judge Stephen Larson of the United States Ninth Circuit Federal Court in Riverside, California accept from Mattel and those cowards at Quinn Emanuel so he could bestow the company full exclusive rights and complete ownership of the Bratz franchise?

At Toy Fair 2009, Mattel and it's Chairman & CEO Adolf Hitler Robert Eckert showcased a grand presentation of their product lines for the upcoming fall and Christmas holiday seasons. In addition to the reproduction Barbie dolls and other related Barbie products celebrating Barbie's 50th Birthday, Mattel also introduced a bunch of awful and pathetic Barbie collections promoting the movie "Barbie And The Three Musketeers." There was also a product category meant for the company's crass marketing of Walt Disney Pictures animated movie "The Frog And The Princess." And let's not forget the "Tattooed Barbie" dolls to reveal Barbie's "edgy" side....embarrassing, I'm not even going to discuss this.

Yet, one of the new products Mattel introduced at Toy Fair 2009 demonstrated that Mattel was actually more interested in infuriating Bratz fans and smothering their faces into the dirt. That new product Mattel introduced is known as "Tweenage Dora." Here is a brief description, according to Mattel:

"Dora The Explorer is growing up, featuring a whole new look, for girls five and up. Girls will be fascinated with the new 'older' Dora and the corresponding online components that empower them to create and download all new looks and experiences for the doll."

The new Tweenage Dora is based on Dora The Explorer, the popular animated television series broadcast on the Nickelodeon television network. Tweenage Dora is a grown-up teenager who lives in the city and fancies herself with clothes and jewelry.

Grown-up teenager. Living in the city. Fancies herself with clothes and jewelry. Does all this sound familiar? It should! Even though Dora travels to many exciting places with her friends and confronts many challenges during her adventures, Mattel is hoping that the new Tweenage Dora will help parents and their children understand that Dora is still an ordinary kid who endures various triumphs and difficulties in her life. This is very admirable and appreciative on the part of Mattel, but it does not detract from the company taking a beloved character who has fascinated millions of children everywhere and transforming her into a Bratz doll.

Mattel's decision to keep Tweenage Dora under wraps at Toy Fair 2009 and present her as a plain black silhouette image raised some serious red flags. After abusing the justice system to steal the Bratz franchise from MGA Entertainment, it was apparent that Mattel was not thinking about creating a Dora The Explorer who confronts the challenges of adolescence. Instead, Mattel was thinking about creating a product whose fundamental purpose is to piss off Bratz fans. With the new Tweenage Dora, however, Mattel did so much more than piss them off — Mattel literally and unabashedly shoved its middle finger into MGA Entertainment and their President and CEO Mr. Isaac Larian.

When Mattel unveiled the official image of the new Tweenage Dora approximately a month later, you can only imagine what the response was, and it certainly was not positive. For instance, check out those stylish and cutting-edge fashions on that new Tweenage Dora! Which fashion outlets on Rodeo Drive in Beverly Hills did she shop at? And look at the eyes....gee, they look "substantially similar" to something I've seen on animated Bratz drawings printed on many Bratz products and collections in stores.

It is not enough for Mattel to celebrate Barbie's 50th Birthday by killing off the biggest competition that knocked her off her pedestal. In celebrating its victory against MGA Entertainment over the rights and ownership of the Bratz franchise, Mattel is using Tweenage Dora as a bitch slap in the faces of Bratz fans, making it clear to them that any fashion doll which competes against Barbie stands absolutely no chance of surviving in the marketplace. This new Tweenage Dora is insulting and takes away everything children loved about the old Dora — proof that Mattel does not come even remotely close to creating "the greatest toys and consumer products ever manufactured in the entire universe," much less establishing its vision as the world's premier toy brands of today and tomorrow. Mattel boasts that this is an opportunity to introduce a more mature Dora, and the company insists that the new Tweenage Dora will not replace the Dora that children care so deeply about. Someone should have informed Mattel that making any changes to a popular brand in an attempt to improve that brand can upset consumers and/or have devastating consequences to a renowned franchise. The Coca-Cola Company learned how devastating those consequences can be when it introduced New Coke in 1985; seven years later, PepsiCo, Inc. with Crystal Pepsi.

Gina Sirard, Vice President of Marketing at Mattel, remarked the following about the new Tweenage Dora: "There was just a misconception in terms of where we were going with this. Pretty much the moms who are petitioning aging Dora up certainly don't understand....I think they're going to be pleasantly happy once this is available in October, and once they understand this certainly isn't what they are conjuring up." Really? Well, Ms. Sirard, while I do not speak for all moms, I will say that moms are far more intelligent people than what you perceive them to be. I seriously doubt that there is any mom in the United States Of America or anywhere else in the world who will be happy with this new Tweenage Dora, when they understand what your company's real intentions were in creating and marketing it. There's no misconception about that.