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THE POWER OF THE PURSE: HOW SMART BUSINESSES ARE ADAPTING TO THE WORLD'S MOST IMPORTANT CONSUMERS—WOMEN by Fara Warner

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Chapter 8. Toppling Barbie: Bratz Predicts the Future

By creating a toy brand that reflected the real world in which young girls were growing up—while keeping the roles of play and fantasy very much alive—MGA Entertainment Inc. struck a chord with new generations of girls ready for a post-Barbie future.

In 2001, it was virtually unthinkable that Barbie could be knocked off her pedestal as the world's best-selling doll and favorite “girl” brand.

Mattel Inc.'s powerhouse Barbie franchise had survived numerous attacks by critics who maintained that her overtly sexual body and blonde good looks placed unrealistic expectations on the girls who played with her. She had fended off the few attempts at marketing more realistic dolls, and even some knock-offs ...

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