MGA Entertainment, the maker of Bratz dolls, knocked the toy industry's blond bombshell off her stilettos by recognizing how little girls' interests have morphed.
"You've got to go with the times," MGA Chief Executive Isaac Larian said. "You can't keep selling what the mothers and the fathers played with before. You've got to see life through their lens."
Other filmmakers have been grappling with this evolving sensibility.
Bonnie Arnold, an animation veteran who most recently produced DreamWorks Animation's "How to Train Your Dragon," said animated films must vie in the cineplex with effects-laden action films that a generation ago might have been considered more mature fare.
"You see elementary school kids standing in line to see 'Iron Man' or 'Transformers,' " Arnold said. "To be honest, that's who we're all competing with on some level."