These include the Jamaican-American characters Jai and Tyson from Jammin' in Jamaica, and Ryan Ridley (a new fictional character) and Lindsay Lohan from My Scene Goes Hollywood. The My Scene line features also features four special edition dolls present only in the My Scene movies. This started a trend that sparked three My Scene movies, all of which aired on the Nickelodeon cable channel. The judge found in favor of Mattel, and MGA received an award totaling $309.9 million, freeing the company to produce Bratz once again-at which time Mattel retired the My Scene line.īeginning in 2003 with the "Hanging Out" line, Mattel began packaging My Scene dolls with DVDs that contained short video clips, music, and activities. In a 2011 retrial, however, MGA toy makers claimed that in producing the My Scene dolls, Mattel had stolen their trade secrets and violated antitrust laws, and sought $1 billion in damages. Bryant and Mattel reached a settlement before trial, at which a federal jury awarded Mattel $100 million in damages for the violation of their intellectual property in 2008, and further issued an injunction that forced MGA to stop producing Bratz. In 2006, Mattel countersued MGA Entertainment, alleging that Bratz creator Carter Bryant had been working for Mattel when he developed the idea for Bratz in 1999 and had taken the idea to MGA secretly, with MGA in turn developing the first-generation Bratz dolls while obscuring Bryant's involvement.
The suit further accused Mattel of "engaging in acts of unfair competition and intellectual property infringement intended to damage its market share, confuse consumers and trade on the company's goodwill." On April 13, 2005, Mattel's competing toy company, MGA Entertainment, filed a lawsuit against Mattel for its My Scene brand, alleging duplication of its Bratz dolls' multi-ethnic looks, fashions, and packaging. Mattel stopped selling My Scene dolls in the US in 2008, but continued to sell the dolls internationally, until Mattel stopped production on the My Scene line as a whole in 2011. In 2007, a somewhat controversial line was launched, called "Growing Up Glam," these dolls feature a turnable key on their back that can make the doll grow taller and grow breasts, similar to the infamous "Growing Up Skipper" doll. This line also re-released the "Getting Ready" smiling face mold. Later, in mid-2006, Barbie was dropped from the line in favor of a new character named Kennedy, who would be introduced in the “Fab Faces” line.īeginning with the "Swappin' Styles" line of 2006, Mattel produced two more new face molds for female dolls-one with a half-open smile and the other, a closed smirk. In late 2005, Mattel released a My Scene line called "My Bling Bling", which introduced a new eye screening that looked more sultry compared to previous releases. Beginning with the "Club Birthday" line, the My Scene dolls' face molds changed to non-smiling molds that more closely resembled the "Bratz Boyz" line of dolls. In 2004, Mattel produced new smiling face molds for both male and female characters, which were present for only a short while on the female dolls, whereas male dolls featured these molds until early 2005. Male dolls also feature My Scene-exclusive face molds their body molds originated with previous male dolls. Like the Bratz, these dolls have large shoes that serve as feet, but they also have traditional Barbie feet and can wear regular Barbie shoes. Some lines' dolls (beginning with "Night on the Town") have rooted eyelashes and glittery eyes. Each of the My Scene girls (and three of the boys) own pets.įemale My Scene dolls have a non-twisting belly-button body mold and share a face mold, developed specifically for the brand, that sports a small nose, wide cheekbones, and large, pouty lips.
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There are seven characters in the My Scene series (Kennedy, Madison, Chelsea, Delancey, Nia, Hudson, and River), six discontinued characters (Barbie, Nolee, Kenzie, Bryant, Ellis, and Sutton) and four special edition dolls (Lindsay, Jai, Tyson and Ryan). Kenzie debuted in 2004's "Getting Ready Line," and Nia debuted in 2008. Delancey and Ellis also premiered in the "Hanging Out" line, which debuted in late 2003. Mattel added more dolls to the series, starting with Nolee and three male characters, Bryant, River, and Hudson, in 2003. Except for Barbie, the characters were named after New York City locations. Its three original dolls, Barbie, Madison, and Chelsea, each came with two extra fashions. The series originally consisted of three female characters with diverse ethnicities and personalities Mattel added more dolls over time.
Mattel introduced My Scene dolls in the fall season of 2002 to compete with Bratz.
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