Bratz Fashion Dolls

Dolls have always been regarded as a 'staple toy' for young girls. It is in keeping with this tradition that the private, California-based Micro Games of America (which is commonly known as MGA Entertainment; a family-owned firm run by Isaac Larian, the CEO) has launched its own brand of fashion dolls in 2001 - Bratz.

From the 4 original characters (the first of which was based on Jasmin, the CEO's daughter), the Bratz fashion dolls have expanded to cater to both sexes (with the creation of "Bratz boys"). Today, the "Bratz Pack" consists of the following members:

The "Bratz Girlz"

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

The "Bratz Boyz"

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

It can be said that the steady growth in popularity and sales of the Bratz doll line is largely attributed to the fashion dolls' appeal to the market, especially its 6-12 target range. With the motto "passion for fashion," the aim of the Bratz doll line is to reflect the latest fashion trends that 'tweenagers' (girls aging 6-12) can relate with.

The effort to reach out to its target market can also be seen in each of the doll's general appearance - a small body (about 10 inches) a huge head, and expressive faces - which gives them a cute appearance and a proportion that is somewhat realistic. In addition, ethnic boundaries are crossed with Bratz dolls. The dolls are made in various skin tones and eye colors without giving so much emphasis on the dolls' ethnic background (whether they are Asian, African-American, or Hispanic).

Today, the Bratz continues to steadily invade the toy market not only with its different doll characters but also with the separate accessories that come with them, such as the following:

· Fashion clothes and dresses
· Snap-on shoes
· Brush and hair accessories
· Jewelries
· Vehicles
· Dollhouses (the "Bratz Pad")
· Play sets (Runway Disco, Salon and Spa, Internet Café, etc.)
· Other characters ("Babyz" and "Petz")

Aside from these accessories that can be put on the dolls, Bratz has also come up with product lines that are designed for the use (and enjoyment) of young girls, some of which can be found below:

· Collectible posters
· MP3 Players
· Digital Video Cameras
· Animated television series
· Film and music videos (in CDs and DVDs)
· Video and online games (for Play station and Computers)

These are some of the product lines that have made Bratz the new fashion doll craze, as seen from its growing market share in several parts of the globe.

The reason for this phenomenal success? Perhaps the answer can be found in the 'inventors' and 'makers' - from the artists and doll designers, to the hair stylists and make-up artists - who are uninhibited; who are allowed to explore their creativity with every doll that they design, guided by the most effective focus group that consists of young girls who provide their feedback and insights to a particular product.

Bratz has definitely won the hearts of young girls today. With Bratz, 'tweenagers' are given a kind of doll that mirrors their personality, and what better way to achieve this than with fashion?


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