Bratz Mania: Going Gaga over Bratz

Barbie, the Mattel Doll, with her blue eyes, impossibly perfect figure and blonde hair has to move over. It seems she has to make way for some hot new kids characterizing today's kids' punk and glamour. Bratz Mania has taken girls and Moms by storm all over the world.

It seems that the Bratz dolls are enjoying the limelight and girls get the Bratz mania because its attitude. From first glance, they were ethnically ambiguous and fashion-crazy dolls.

MGA Entertainment, launched Bratz in June 2001 declares that it may earn $3 billion (£1.6 billion) from the dolls and accessories. Barbie still makes more money - $3.6 billion (£2 billion) last year, according to a rather defensive Mattel.

However, the fashion dolls are tearing out each other’s hair. Bratz Mania is riding high. All girls with different fashion statements are all finding the Bratz so much to their liking. It seems that they can identify themselves with the dolls.

Unlike Barbie, the Bratz does have extraordinary appeal because beyond their catwalk chic and huge expressive faces they have different skin tones, hair, eye colors, and cross ethnic boundaries. Bratz mania may have taken over simply because the dolls give some sense of reality.

What is impossibly unreal about them is their passion for fashion bordering on the most gaudy fashion wear not ordinary for people, especially Mothers.

The Bratz are Meygan, Sasha, Jade, Cloe, Yasmin and they have the Boy Bratz for friends and other girls, too. The Bratz mania really has captured the pre-teen psyche in a way that increasingly eludes Barbie.

The bratz mania captured seven to ten-year olds like never before. This is age range different from four to six-year-olds since they are about having self-identity and self-expression.

During the past Barbie mania, girls were taught to be executives and be men's equals. But with the bratz mania today, it is much more than career and education matters. Bratz mania implies the message of expressing yourselves as you are. The girls are told to demonstrate girl power like never before.

The four Bratz dolls and their host of friends are now, not only fashion icon, an impossible dream, but also the Bratz became a "self-expression piece". The bratz dolls come as they are without a made-up story. Fashion matters according that the girl-owners' idea of fashion. They can dress up the bratz as they like.

The bratz mania also dominated the girls because the dolls gave out the attitude and expression girls really wanted to exude nowadays. The bratz all have their own palettes, indeed. However, the girls get to identify with them as they wish.

Bratz dolls also have no cultural identification, even as they do appear different from each other. The difference in the bratz dolls' color of the skin, eyes and hair are evident, but there were no identification saying that she is an Indian doll, an African American, Dutch or whatever. Girls are only concerned with finding a character they could identify with, without putting the cultural boundaries.

The bratz mania seems to have captured the wild emotions playing in the girls' heads at ten years old. All that they want to be are all expressed in the Bratz dolls.

They are also a reflection of how honest children are they express themselves literally, with the entire candor that we all love. So is it a wonder why Bratz mania dominated the world?


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