Bratz dolls are fashion dolls manufactured by MGA Entertainment since 2001. They are designed to resemble teenagers and have characteristically large heads, narrow bodies and heavy makeup.
Bratz appeared for the first time in May 2001 but didn’t sell well until the first Christmas. Until 2006, 125 million were Bratz dolls were sold worldwide and held some forty percent of the fashion-doll market, while Barbie held sixty percent. Because of theirs success, MGA Entertainment widen the offer with Lil’ Bratz, Bratz Boyz, Bratz Kidz, Bratz Babyz, Itsy Bitsy Bratz, Bratz Lil’ Angelz, Be-Bratz and Bratz Petz lines.
First line consisted of four dolls, namely Cloe, Jade, Sasha and Yasmin. In 2002 and 2003 four more dolls were made in similar style with accessories as well as sets of twins. In 2002 were also released four Bratz Boyz. Lil’ Bratz is miniaturized set of the first set of Bratz and it appeared also in 2002. Bratz Babyz which were released in 2004 Bratz characters designed to look like babies with baby accessories. In 2007 were made Bratz Lil’ Angelz which are newborn version of Bratz Babyz and smaller than them. Set also includes their own newborn pets. From 2004 to 2006 MGA Entertainment manufactured Bratz Petz which were plush toys resembling foxes, cats, and dogs. About the same time (2006) Bratz Kidz line started. They were teenage versions of Bratz dolls from the main line, and smaller than them. In 2007 line continued with Bratz Boyz Kidz. Interesting line of Be-Bratz dolls appeared in 2007. It was made for customization and owners could, with special USB Key, take their doll online and make an online social homepage for doll. In 2010 MGA Entertainment rereleased their first line of Bratz dolls as a mean of celebrating 10 years. Bratzillaz appeared in 2012 and are witch counterparts of standard Bratz dolls line. In 2013 Bratz dolls got redesigned logo and hew bodies with articulate arms. They were also manufactured in height more similar to that of the Barbie.
Bratz dolls are connected with high level of controversy. There are accusations that workers that make dolls in factories in China work extremely long hours and are paid very low wages. CEO of MGA Entertainment denies that that is true and says that dolls are made only in first rate factories. American Psychological Association raised concerns over the body image and lifestyle the Bratz dolls promote and over the adult-like sexuality the Bratz dolls portray.
Because the Bratz dolls have affected sales of The Barbie doll of Mattel, some legal friction was bound to happen. MGA Entertainment sued Mattel in 2005 that some Barbie dolls copied doe-eyed looks of Bratz dolls. In turn Mattel sued MGA Entertainment for $500 million because Bratz creator Carter Bryant was employed at Mattel when he developed the idea for Bratz. From 2008 to 2010 legal battle was led between MGA Entertainment and Mattel for ownership of the Bratz franchise. On October 20, 2009, artist Bernard “Butch” Belair sued both MGA Entertainment and Mattel for royalties because Carter Bryant admitted that he was inspired by Belair’s designs.
© 2016 History of Dolls