"I can't tell you how many Barbies I ruined as a kid by cutting their hair," Perez says. In early focus groups, Perez and Thurman presented girls with a slew of wigs — some streaked with blue or pink — and a pair of scissors; most of the kids had to be reassured more than once that it was okay to actually cut the hair before they snipped away. Spin Master originally planned to launch its new doll line in late 2010, but then Mattel won its lawsuit against Bratz maker MGA Entertainment (arguing that toy designer Carter Bryant had developed the Barbie rival while still employed at Mattel). Bratz sales quickly collapsed. Spin Master execs recognized an opening in the market and moved the launch date for Liv dolls up by a full year.