Bratz: Little dolls with a lot of attitude. That idea launched an empire for Iranian immigrant Isaac Larian, CEO of MGA Entertainment, one of the world’s largest toy companies. The company’s early years were spent distributing products for companies such as Nintendo and licensing toys for the popular TV franchise Power Rangers. It hit the commercial jackpot when it launched the Bratz doll line in 2001. The sassy dolls, sporting hip clothes and pouty expressions, struck a cord among the growing tween market. The company declined to comment for this article. Larian shared his goals for the company in a 2004 interview with the San Fernando Valley Business Journal, stating, “The vision for the company is to be the biggest, best, and most innovative consumer entertainment product company in the next three to five years.” The Bratz doll line was such a sales sensation that it created some serious competition for the legendary Barbie brand, owned by toy maker Mattel, biting off a significant portion of the brand’s market share. With that success also came legal troubles, as Mattel sued MGA in 2004 over the rights to the billion-dollar Bratz doll franchise. After three years of court battles and retrials, MGA won the rights to the property in a settlement that totaled more than $309 million. Ten years after the Bratz doll hit market, the company has expanded on its success and established itself as a leader in the doll market. Other MGA brands include Moxie Girlz and Moxie Teenz, Rescue Pets and BFC, Ink. In 2010, MGA launched its latest innovation in dolls with its new Lalaloopsy doll line. A modern version of the classic rag doll, the line features fabric dolls in a number of different themes including “Pillow Featherbed”, “Crumbs Sugar Cookie” and “Mittens Fluff ‘N’ Stuff.” The line has been publicly recognized by networks such as MSNBC who said the dolls were “this year’s Tickle Me Elmo” in 2010.