Whoa, Momma!

Sharon Kennedy Wynne, Tracey Henry and Suzannah DiMarzio

Moxie Girlz dolls are like Bratz only not as skanky

5

August

Mom_moxiegirlz That's right, the company that brought you the extra pouty, fashion- Bratz conscious dolls is now stepping back slightly after losing a copyright battle over Bratz with Mattel. The Moxie Girlz dolls have softer features and don't wear the hoochie-mama clothes that the Bratz seemed to revel in. Gone is the super red lipstick and the gigantic eyes. Instead, these new dolls are aimed at the tot and tween set, ages 6-10.

And instead of Yasmin, Cloe and Jade, they have names like Lexa, Avery and Sophina. Bratz and Moxie Girlz do share one name -- Shasha. Perhaps, because of the the president's daughter, that name was too good to give up. The Girlz still are probably a little more stylish and up to date than Barbie but not quite as soft as the new-look Dora.

MGA says in this story that sales for the new dolls which started in late July at Target and Wal-Mart have been good. And while they want Moxie Girlz to be as big as Bratz -- at the height of Bratz mania, the dolls brought in an estimated $750 million in 2005 -- it's way too early to tell if that can happen, especially in this economy. The dolls, which cost from $17.99 to $29.99, will be available nationwide Aug. 15.

Now the only thing MGA can do is hope that they have enough moxie to pull this off.

-- Sherry Robinson

[Photo: Moxie Girlz -- MGA Entertainment Inc.; Bratz -- Mattel]

[Last modified: Thursday, May 13, 2010 11:02am]

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