A Closer Look At The Bratz Doll Line

Before we cover the Bratz doll line specifically, let's quickly run through a summary about dolls in general. Dolls are, in general, toys that are designed for children (especially girls). They come in various sizes (from miniature to life-size) and are made of different materials, some of which are the following:

· Bisque
· Celluloid
· Clay
· Cloth/rag
· Cornhusks
· Felt
· Plastic
· Polymer-clay
· Porcelain
· Resin
· Wax
· Wood
· Wool

Bratz is a famous type of doll that is characterized by a small body (about 10 inches), an oversized head, and an expressive face (with large eyes and lips). Bratz was launched in 2001 by the MGA Entertainment (where MGA stands for the Micro Games of America) as a response to the market's challenge to compete with the leading fashion doll at that time. The 4 original Bratz characters were, namely:

· Yasmin (based on Jasmin, the daughter of MGA CEO Isaac Larian)
· Jade
· Sasha
· Cloe

From the original four, the "Bratz Girlz" members have grown to 21, with 3 sets of "Twiins", a limited edition "Triiiplets" set, and special collector dolls:

· Dana
· Fianna
· Nevra
· Meygan
· Phoebe
· Roxxi
· Tiana
· Kumi
· Tess
· Nona
· May Lin
· Felicia
· Oriana
· Valentina
· Siernna
· Katia
· Kiana

In addition to the "Bratz Girlz," the team from MGA Entertainment has also come up with the "Bratz Boyz", with the following members:

· Bryce
· Cade
· Cameron
· Dylan
· Eitan
· Koby

With the success of Bratz doll line (as seen in the steady increase in its sales and popularity), MGA Entertainment has released a variety of Bratz product lines, such as the following:

· Clothes and shoes
· Jewelries and other accessories
· Vehicles and dollhouses (the "Bratz Pad")
· Play sets (Runway Disco, Salon and Spa, Internet Café, etc.)
· Other characters ("Babyz" and "Petz")

Bratz dolls promote the tweenagers' (young girls or children aged 6-12) "passion for fashion," and with this motto comes the 'urban chic' look and the hip and trendy designs that cross the ethnical boundaries and prove to be a big hit all across the globe. The themed product lines and accessories and the matching play sets are all designed to reflect the latest trends in fashion that young girls can identify with.

The secret to the success of Bratz? It is the children who 'call the shots'. By forming focus groups that consist of 'tweenagers' (children, especially young girls 6-12 years old), the makers of Bratz are able to get useful insights and feedback from their target market.

In spite of its phenomenal success in the toy market, Bratz dolls are confronted with controversies. Child advocacy groups are leading protests against Bratz and other similar fashion dolls, accusing its manufacturers and marketers of deliberately sexualizing little girls for profit. For these groups, fashion dolls like Bratz (with their skimpy and seductive clothes and heavy makeup), are promoting a stereotyped and sexualized behavior among children, making them equate their self-worth with their appearance. In addition, child psychologists claim that this trend could also result to grave consequences such as teenage pregnancy.

The people behind the Bratz doll, however, think otherwise. Bratz dolls are not about glamorous accessories and sexy outfits. Bratz dolls are about fashion. They are designed not for the parents, but for the kids. Children buy Bratz dolls and other product lines not because they are sexy, but because they are fashionable.


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