Bratz dolls are back after legal fight that isn't child's play

Bratz dolls are back after legal fight that isn't child's play
Bratz dolls are back after legal fight that isn't child's play

This toy story began in court. Bratz dolls, the tarted-up line of Barbie rivals that became a billion-dollar enterprise, are returning with a new line after its maker, MGA, won back the trademark rights in an appeals court.

New Bratz dolls are expected to hit stores in late August, according to Associated Press. They'll be trying to attract a new generation of girls, given that Bratz sales hit their high more than five years ago. The post-recession pricing will help: One new set of Bratz, "Passion for Fashion" dolls will retail for $9.99, and two Bratz Boyz will run $10.99 each. The latest set also includes $19.99 "Party" dolls, a set of twins ($24.99) and a spa ($49.99).

MGA is going for a more wholesome look this time, the company said. Even the catalog descriptions impart a certain innocence. Party Doll Cloe, the copy reads, "looks at life through a different lens, always snapping pictures and filming her friends. She's playful, flirty, and down to earth. A super soccer star, Cloe is naturally athletic and always full of energy." The dolls are also more flexible than previous incarnations, MGA said in the AP report.