Bratty start to the new year - 12 Jan 2009

The new year has begun and as we slowly slink our way back into the office amid mutterings of "...not long enough..." (if you were lucky to get a break at all, that is), there seems much to be thankful for... Gloomy seasonal shopping forecasts have been proven wrong by some of our top retailers, the fuel price has almost halved since its peak in July (although fuel retailers aren't so pleased...), and even the Bratz of doll-world have been allowed to prolong their limited lifespan, having been faced with something of a death sentence in December. Although I was never much of a dolly fan in my younger years, this hair-pulling contest between the long-reigning Barbie and the bratty newcomer who's been threatening to knock the plastic princess from her throne has certainly piqued my interest. Though Barbie will remain the queen of the girls toy hive, having finally won the copyright infringement case against Bratz creator MGA Entertainment last year, presiding US Judge Larson has modified his ruling that the dolls would hit the execution block come 11 February, and is letting them see out 2009. So, what does this mean for the Bratz and toy stores alike? Could MGA see a killer 'final' financial year for their uber-popular line? I'd say so. It goes along with the limited edition, never-to-been-seen-again collector's item, last-chance-saloon-type offerings. What a marketer's playground... and MGA's punters should be playing it for everything it's worth (especially should the court appeal go belly-up). Just imagine the anarchy come Christmas 2009 as trolley rage hits full throttle with mom's battling it out to get their little girl the last Bratz doll ever! It's every toy makers dream... In fact, if the dolls will indeed face their demise come year-end, I may just find myself delving into long-lost girly-dom and buying one of these Bratz... who knows what they'll go for on eBay in 20 years' time? Have Bratty New Year, folks!