• The New York Times, Adweek and The Wall Street Journal , Monday, September 22, 2008 11:15 AM

The Times also followed up a story in Adweek Friday about Scholastic banning Bratz -- the popular doll franchise -- from its book clubs and fairs. The Campaign for a Commercial-Free Childhood says a campaign it organized against the "highly sexualized" brand is responsible for Scholastic's decision but the publisher says that's not so. It just switches what it promotes in the normal course of business, it claims.

Judy Newman, president of Scholastic Book Clubs, tells the Times that it asks editors, teachers and librarians to help choose the titles included in the book clubs and fairs and that she "can't be directed by anyone's special interest."

The WSJ , meanwhile, reports that Bratz's sales have been slipping,  and both Target and Wal-Mart have reduced shelf space. Analysts estimate revenue will be about $300 million in 2008, down from $400 million in 2007.

MGA Chief Executive Isaac Larian concedes that Bratz dolls lost their edgy looks as his company fought allegations by Mattel, maker of rival Barbie. Larian recalls thinking, as he was reviewing the current line earlier this year, "Oh, my God, we lost focus on what our brand was." In short, the dolls weren't keeping up with the fickle tastes of their human counterparts.

Mattel claimed MGA stole the idea for the dolls. In July, a federal jury sided with Mattel and later awarded the company as much as $100 million in damages. Mattel is now asking a federal judge to evaluate MGA's continued ownership of the brand. MGA has agreed to consider settlement talks with Mattel before the judge approves the award, though it hasn't ruled out an appeal .

Read the whole story at The New York Times, Adweek and The Wall Street Journal »