Bratz

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For other uses, see Brat.
File:Bratzlogo.jpg
The Bratz logo
File:Bratz2001.jpg
The Bratz Pack cartoon on the box of the first Bratz dolls in 2001 from right to left:Jade, Sasha, Cloe and Yasmin

Bratz is a 2001 childrens doll franchise produced by MGA Entertainment. The 254mm (10 inch) dolls characterized by oversized heads with wide eyes, full lips, very small noses, short torsos, and shoes that can be snapped on and off. The popularity of the four primary dolls; Cloe, Sasha, Jade and Yasmin eventually encouraged development of additional friends, spinoffs, feature films, and music albums.

Bratz was created by toy designer Carter Bryant. In 2000 he met with Isaac Larian the CEO of Micro-Games America Entertainment (MGA Entertainment).[1] There, Mr. Bryant presented his pictures to Mr. Larian, who found that the concept sketches enthralled his daughter, Jasmin, who was visiting the office at the time.

History

In June 2001, the Bratz dolls have been released with urban fashion and four characters called Jade, Cloe, Sasha and Yasmin. After the debut the Bratz have gained strong popularity, becoming number one in several countries, like in France, Spain, and Italy, and number two in the United Kingdom. The dolls won Family Fun's Toy of the Year award and TIA People's Choice Toy of the Year Award.

In 2002, the Bratz became the Girl Toy of the Year in the United Kingdom, later making a serious competition for a long-time #1 fashion doll, Barbie and became the phenomenon worldwide.

In 2003, when MGA Entertainment had been enjoying tremendous success with Bratz dolls when suddenly the company made the shocking announcement that one of the most beloved characters in the Bratz Pack, Meygan being discontinued making a strong disappointment for the fans.

A special collector's edition called Big Bratz features 2 foot tall versions of the Bratz. Introduced in 2003 with Yasmin and adding a member of the Bratzpack annually, the limited edition dolls come with a certificate of authenticity and are dressed in fall/winter fashions showcasing the girl's passion for fashion. To date, Meygan, Cloe, and Yasmin have been made as Big Bratz.

In addition to the dolls, the Bratz line includes playsets, vehicles, accessories, Lil Bratz, the Bratz Babyz, plush Petz, ("Catz", "Dogz" and "Foxz"), collectible posters and a series of video games developed by Blitz Games.

In January 2004, Lil Bratz took over the #1 spot of mini-dolls by Polly Pocket in the United Kingdom.[2]

In August of 2004, a straight-to-video animated movie, Bratz, the video: Starrin & Stylin', was released.

In fall 2004, it is announced that the Bratz dolls outsold the rival Barbie dolls and become #1 in United Kingdom.[3]

In 2005, the Bratz are started to change their urban-themed images and showing their fashion in their everyday lives.

In 2005, Play Sportz line debuted, where each Bratz girl dressed for her favorite sport, with coordinating accessories. Other collections include I-Candyz (neon, candy colored outfits and matching painted legs), Live In Concert/ Space Angelz Pop Stars (out-of-this-world space suits, headsets, anime eyes and wild matching make-up; included with the dolls was the CD single "Bein' Who We Are"), Treasures! ("Rogue Vogue" pirate style, complete with a treasure chest), DynaMite (vinyl catsuits and stiletto boots reminiscent of The Matrix or Charlie's Angels), Rock It! (boys only), Step Out! (celebrating the Bratz 5th anniversary and included a silicone bracelet; proceeds helped benefit the Step Out 2 Help Out foundation), Step Off! (the Boyz dressed in repeat Funk Out! fashions), Birthday Bash (80s inspired party dresses and leggings, plus a doll-sized gift bag/box), Campfire (warm winter camping gear and furry boots), Midnight Dance (a goth-esque collection with capes and detailed masks), Hollywood Style (dressed for a Hollywood premiere in repeat Bratz formal fashions), Wild Wild West (which included cowboy boots, cowboy hats, denim and suede, and big belt buckles), and Rock Angelz (70s rocker style).

During fall 2005, MGA released their flagship collection, Bratz Rock Angelz. Bratz Cloe, Sasha, Jade, Yasmin, Roxxi (sold exclusively with the Rock Angelz Concert Stage), and Meygan- their #1 fan club president (sold exclusively at K-mart) were dressed in 70s inspired rock attire, and each girl (except Meygan) had a guitar and a mini CD single including 2 songs (one character exclusive song and the other 'So Good' the lead single). Many tie-in products were also released, including boomboxes, CD towers, guitars, fashion accessories, the CD, the single "So Good", the UK bestselling, and 2005's #1 girl-targeted videogame[4] published by THQ and the DVD, which showcased the Bratz in a computer-animated adventure as they started up their own fashion magazine.

At the end of 2005, a Bratz Mobile released on as a T 290a Mobile Phone by Sony Ericsson. It contains exclusive Bratz wallpapers, true ringtones, Bratz-based games and a screensaver. The mobile phone includes a battery charger, a speaker phone and a hands free ear bud.

Following the success of the Bratz Rock Angelz collection, MGA Entertainment released their flagship collection of the year, Bratz Genie Magic. The collection included Cloe, Sasha, Jade, Meygan, and Yasmin dressed in extravagant and elaborate Moroccan/Egyptian/Bohemian-style fashions. Also included in the Bratz Genie Magic collection is Katia, who was released in a Genie Magic bottle that converted itself into a late night lounge. Several merchandising items related to the Bratz Genie Magic collection were released, including a Genie Magic Secret Spot Desk Clock, a Genie Magic Deluxe Canopy, a Genie Magic Magical Mood Lamp, and a Genie Magic Fortune Teller.

It would prove to be one of the biggest selling Bratz collections in the company's history. Highlighting the release of the Bratz Genie Magic collection was the release of the Bratz Genie Magic DVD and CD in April 2006, which also won the Parent to Parent Adding Wisdom Award.

In May 2006, MGA Entertainment made the shocking announcement that legal issues forced the company to remove one of the most beloved characters, Kiana from the Bratz Pack, because Mattel, Inc. claimed that they owned a trademark to the name "Kianna" with their Teen Trends doll line and that MGA Entertainment's Bratz Wild Wild West Kiana doll infringed upon their trademark. MGA Entertainment thus ceased further usage of the name "Kiana" and will not produce any more Bratz dolls bearing the name. The company had planned to release Leah and Roxxi in a "Wave 2" edition of the Bratz Midnight Dance collection, but the company discontinued the collection before any additional characters were to have been added. Also, Nevra and Jade were cancelled from the Bratz Play Sportz collection for unknown reasons.

In August 2006, MGA Entertainment released the kid version of Bratz Kidz and its platinum vintage Bratz collection, Bratz Forever Diamondz, which is one of the most expensive Bratz doll collections ever released with only one fashion. The characters featured in the Forever Diamondz collection are Jade, Cloe, Sasha, Yasmin, and a new character named Sharidan. Included with each doll in the Bratz Forever Diamondz collection is a diamond gem with a certificate of authentication. Also included with each doll in the collection is a code that girls enter on the Bratz official website, where they have a chance to win a one carat (200 mg) diamond. It also included with the Bratz Forever Diamondz collection is a "Fashion Show On The Go" rolling runway playset, a Fashion Design Kit Studio, the RC Cruiser, and Funky Fashion Makeover styling heads. Fianna, Katia, and Vinessa also appear in the Bratz Forever Diamondz collection, although they come in different packaging, most likely without the diamond gem, because they are being retailed at $19.99 US.

Even before the formal release of Bratz Forever Diamondz, the collection had apparently already won the Australian Girls Toy of the Year award. On September 26, 2006, a new DVD released with the same title. The CD with the same name released on September 19, 2006. THQ released a videogame on September 18, 2006. THQ hopes for the same or greater success for Bratz Forever Diamondz, just like the same success that they achieved with the Bratz Rock Angelz video game, which has sold over 1.4 million copies worldwide since the release and became the #1 girl video game in 2005.

MGA, along with Canadian based fashion designer Marie Saint Pierre, teamed up to create an exclusive line of French-Canadian Bratz called, Haute Couture en Coulisse, featuring three new exclusive characterse. The line debuted in Sensation Mode, part of Montreal Fashion Week on October 16, 2006. The line is exclusive to Wal-Mart in Canada and only 30,000 were made.[5]

In 2007 MGA has presented Bratz Adventure Girlz (hip camouflaged camping clothes and gear), Fashion Pixiez (fairy themed dolls with a direct-to-DVD and a music CD), and second waved lines of Passion 4 Fashion and Birthday editions. Other collections include Pampured Pupz (stylized dolls with matching dog outfits), and Magic Hair (5-in-1 hairstyling 10 inch dolls with real memory hair).

MGA Entertainment, Avi Arad Productions and Crystal Sky Pictures announced that they were to jointly produce a Bratz live action movie to be released on August 3rd, 2007.[6].

On February 6, 2007 according to NPD Group, the Bratz became the #1 fashion themed dolls in the USA in the fourth Quarter of 2006.[7][8]

The Bratz also had a live concert tour with the title Passion 4 Fashion World Tour from March 30 to April 25 exclusively in the UK.[9]

The Australian distributor of Bratz dolls is holding a design competition across multiple age groups with the task to design outfits for various categories. The entries close end of July 2007.

In October 2007, SKECHERS USA, Inc. will release the Official Bratz: The Movie collection of shoes at SKECHERS stores and online at http://www.skechers.com/bratz. Bratz fans can wear the same shoes featured in the Bratz: The Movie http://www.skechers.com/asseenin/gotoAsSeenIn.do

Bratz Lines

Lil' Bratz

Lil' Bratz (discontinued, 2002-2006)
The miniature versions, were originally created for a cheaper solution to buying Bratz. They were very popular to begin with, simply being miniature versions of the original four characters. But, in 2005 the four characters were given new names and slightly different appearances (eye color, etc.) Only a few lines were created. A final attempt to keep the brand was made. The line Funk House was popular because the dolls were designed to look more like their cartoon counterparts. The line was dropped shortly after the release of Funk House. Lil' Bratz also featured Lil' Boyz who were sold briefly as original and new characters like the girls. In 2006, the line was discontinued and was replaced with Bratz Kidz line. In 2007, they released a clothing line called Lil' Bratz Couture. However, the popular dolls are still discontinued.

Bratz Boyz

Bratz Boyz (2002-present)
These are the male counterparts of the Bratz. They are less popular than the girls and have only a third of the amount of characters. The original Bratz Boyz were Cameron and Dylan, who became popular after the release and even attracted male fans. More characters were added which only made them more popular. But with the recent lack of new characters, the popularity of these dolls has declined. New releases were less frequent in the 3rd and 4th quarters of 2006 leading to an impression that the Boyz were no longer being designed. The first Quarter of 2007 is showing increased activity from MGAE with the long-awaited release of the Bratz Boyz Twiins, all-new character Wayne as part of the Rodeo line and a new Adventure Boyz Cameron.

Bratz Babyz

Bratz Babyz (2004-present)
The Babyz were originally released with molded hair, one outfit and infant accessories (bottle, blanket, soft toy and other items) At first the Bratz Babyz were not popular because of their "disproportioned heads (compared to normal Bratz) and especially the molded hair. They became more popular as fans warmed to them. When Bratz Babyz with long, "real" hair (Hair Flair) were released, the popularity grew. More characters from the regular Bratz are being added to The Bratz Babyz line making the Bratz Babyz grow in popularity to this day.
Bratz Big Babyz (2005-present)
As its name says: a bigger version of the Bratz Babyz.
Main article: Bratz Babyz

Bratz Petz

Bratz Petz (discontinued, 2004-2006)
Bratz Petz are the plush toys that resemble foxes, cats and dogs. They were not for the dolls, they were the size of an average teddy bear, making them awkward in the Bratz universe. They came with bags, clothes and other accessories which made them fit into the Bratz fashion theme. They were not popular, and disappeared totally from the market in 2006. Bratz Petz have been re-released recently in Australia and the UK as completely different toys. They are plastic and come with bobble heads, and are sized to fit with the Big Bratz Babyz. Each Petz comes with several accessories that are more appropriate than the old Bratz Petz. This new form of Bratz Petz are popular in Australia and the UK, months after their initial release.

Bratz Kidz

Bratz Kidz (2006-present)
Bratz Kidz are the child equivalent to the popular Bratz doll line. The dolls are 6 inches tall and are proportioned to be shorter than the normal Bratz. In the Fall 2007 season, Bratz Boyz Kidz were introduced, featuring the four main Boyz.
Bratz Big Kidz (2007-present)
As its name says: a bigger version of the Bratz Kidz.
Main article: Bratz Kidz

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Be-Bratz

Be-Bratz (2007-present)
Be-Bratz dolls are similar to regular Bratz dolls, but without their own individual names, as they are designed for the owner to name and customise themselves. They also come with a mini metallic pink USB mouse, a Be-Bratz mousepad, a Be-Bratz USB Key necklace, and a mini-pet. When the USB key is inserted into the PC, the owner can then take their Be-Bratz doll online, name it, and create an online social homepage for it. Games can be played with your Be-Bratz account to win more points, which can then be spent on clothing, furniture, and food for your online Be-Bratz doll.
Main article: Be-Bratz

Criticisms and Controversies

Labour Conditions

On December 21st, 2006, the National Labor Committee announced that the factory workers in China, who make Bratz dolls, labor for 94½ hours a week, while the factory pays only 17 cents an hour, $4.13 a day- much less than the Bratz dolls actually cost (from $20 to $30).

The allegations in the report describe practices found at many Chinese factories producing name-brand products for export. They include required overtime exceeding the legal maximum of 36 hours a month, forcing workers to stay on the job to meet stringent production quotas and the denial of paid sick leave and other benefits.[10] The report shows copies of what it says are "cheat sheets" distributed to workers before auditors from Wal-Mart or other customers arrive to make sure the factory passes inspections intended to ensure the supplier meets labor standards. It said workers at the factory intended to go on strike soon on January 2007 to protest plans by factory managers to put all employees on temporary contracts, denying them legal protection required for long-term employees.[11]

After the announcement, the CEO of MGA Entertainment, Isaac Larian sent a statement on 12/24/06 via e-mail to a fan site of the doll line, Bratz World, and another two days later to Playthings Magazine stating that the information is false and the company is not familiar with the company named in the report and MGA uses first rate factories in "the orient" to make its goods, like Mattel and Hasbro does. Larian said that he never heard about the news or of 'the organization who is behind this negative and false campaign immediately prior to the last holiday shopping weekend.'"[12]

Verified full text of statement:[13]

MGA is not familiar with the company named in the report.

MGA uses first rate factories in the orient to make its goods. The same factories make products for the world's biggest toy manufacturers including Mattel and Hasbro.

I personally have not seen this alleged video in regards to the circumstances, as well as ever heard of the organization who behind this negative and false campaign immediately prior to the last holiday shopping weekend.

— Isaac Larian, CEO, MGA Entertainment, e-mail to Bratz World

APA Task Force on the Sexualization of Girls

Fresh concerns over the body image and lifestyle the Bratz dolls allegedly promote were raised by the American Psychological Association when they established their "Task Force on the Sexualization of Girls" in February, 2007. In the report that was published in accompaniment to the Task Force's founding they cited concern over sexuality the Bratz dolls allegedly portray.[14]

Bratz dolls come dressed in sexualized clothing such as miniskirts, fishnet stockings, and feather boas. Although these dolls may present no more sexualization of girls or women than is seen in MTV videos, it is worrisome when dolls designed specifically for 4- to 8-year-olds are associated with an objectified adult sexuality

— APA Task Force on the Sexualization of Girls, Report of the APA Task Force on the Sexualization of Girls[14]

Bratz were not the only dolls to be criticized in this report,[14] which highlighted not only toys but also other products and the wider media; including the Bratz animated series.[14] In the United Kingdom a spokesman for Bratz defended the toyline by saying that Bratz are purchased by over-eights and are directed to the preteen and teen market,[15] and that the focus on the dolls while on looks was not on sexualization and that friendship was also a key focus of Bratz dolls.[15]

The Bratz brand, which has remained number one in the UK market for 23 consecutive months focuses core values on friendship, hair play and a 'passion for fashion'.

— Bratz spokesman, The Daily Telegraph[15]

The spokesman quoted Dr Bryan Young of Exeter University as saying "parents may feel awkward but I don't think children see the dolls as sexy. They just think they're pretty".[15] Isaac Larian, in comments given to the BBC, voiced the opinion that the report was a "bunch of garbage" and that the people who wrote it were acting irresponsibly.[16]

Lawsuit by Mattel

Mattel sued MGA Entertainment for 500 million dollars alleging that Bryant came up with the idea of developing Bratz dolls, when he was working for Mattel. [17][18]

See also

Bratz Videogames

Albums

References

  1. ^ "Little Hotties", The New Yorker, December 4, 2006
  2. ^ "LIL’ BRATZ OVERTAKE POLLY POCKET AS THE #1 SELLING MINI DOLL IN THE UK IN JANUARY", MGA Entertainment, 4 March 2004.
  3. ^ >"Bratz topple Barbie from top spot". BBC News. September 9, 2004. {{cite news}}: Check date values in: |date= (help)
  4. ^ "THQ ships Bratz Forever Diamondz". THQ.com. September 18, 2006. {{cite news}}: Check date values in: |date= (help)
  5. ^ "Bratz World Bratz Dolls - Interview with Marie Saint Pierre". Bratz World. 2006. Retrieved 2007-02-24.
  6. ^ "New Motion Picture Based on the Billion Dollar Toy Franchise" (PDF). MGA Entertainment. May 19, 2006. {{cite news}}: Check date values in: |date= (help)
  7. ^ "Bratz becomes #1 Fashion themed Dolls and Accessories in the USA" (PDF). MGA Entertainment. February 6, 2007. {{cite news}}: Check date values in: |date= (help)
  8. ^ "Bratz beat Barbie in Q4". Playthings Magazine. February 6, 2007. {{cite news}}: Check date values in: |date= (help)
  9. ^ "Bratz™ - Live in Concert" (SWF). SCS Create. Retrieved 2007-02-24.
  10. ^ "Activist Criticize China Toy Factory". ABC News. December 22, 2006. {{cite news}}: Check date values in: |date= (help)
  11. ^ "Made in China: The Sweatshop behind the Bratz". National Labor Committee. December 21, 2006. {{cite news}}: Check date values in: |date= (help)
  12. ^ "MGA refutes Bratz sweatshop story". Playthings Magazine. December 26, 2006. {{cite news}}: Check date values in: |date= (help)
  13. ^ Bratz World message 72175, Yahoo Groups
  14. ^ a b c d American Psychological Association, Task Force on the Sexualization of Girls (2007). "Report of the APA Task Force on the Sexualization of Girls" (HTML, PDF). 1. American Psychological Association. Retrieved 2007-02-20. {{cite journal}}: Cite journal requires |journal= (help)
  15. ^ a b c d Womack, Susan (2007-02-20), "The generation of 'damaged' girls", The Daily Telegraph, p. 1 {{citation}}: Check date values in: |date= (help)CS1 maint: date and year (link)
  16. ^ BBC News (2007), Are Kids Exposed to Sex too Soon? (HTML), 1, BBC News, retrieved 2007-02-21
  17. ^ "Barbie takes on the Bratz for $500m". Telegraph. November 12, 2006. {{cite news}}: Check date values in: |date= (help)
  18. ^ "Mattel adds Bratz Doll Maker MGA Entertainment to its Lawsuit". Associated Content.

External Links

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