HP-2020-000016 - [2025] EWHC 1451 (Ch)

MGA is North America’s largest privately owned toy manufacturer. It owns a number of successful toy brands including Bratz, Num Noms, Little Tikes and LOL. The company was founded by Mr Larian in 1979. It began life as a licensing business, before starting to design and release its own toys in the mid-1990s. MGA’s first major commercial success was the Bratz range of dolls, released in 2001, which became the main competitor to Mattel’s Barbie range of dolls. This led to litigation between MGA and Mattel in the US between 2006 to 2010. MGA has subsequently engaged in litigation with other manufacturers, including a dispute with Mr Mowbray’s company Zuru.

MGA’s LOL Surprise toy was launched in the US in December 2016, and continues to be a popular toy. The original version is pictured below. It comprises a small plastic collectible doll, approximately nine cm high, packaged in a spherical plastic container which is then wrapped in multiple layers of plastic wrapping, as depicted below.