In January 2014, it was revealed that the Bratz would go on another hiatus (but only for the United States) for an entire year, in an attempt to rebuild the brand. This decision was made due to the brand's decreased popularity after their previous hiatus in 2010, which resulted from the lawsuit against Mattel. MGA Entertainment felt that it rushed the Bratz comeback in fall 2010 to celebrate the brand's 10th anniversary, and the company wanted to give Bratz the comeback it truly deserved.