• Entry
  • Reader's guide
  • Entries A-Z
  • Subject index

Bratz Dolls

MGA Entertainment, Inc. introduced the Bratz dolls in 1991. Initially the sales for the Bratz dolls were low, and parents were reportedly reluctant to purchase the dolls due to their provocative clothing and streetwise demeanor. However, within a couple years of their debut, Bratz were gaining popularity as Barbie sales slightly declined. Bratz gained popularity among 7-to 10-year-old girls quickly; although Barbie sales remained strong, this age group was once the mainstay of Barbie's market. Departing from the sales model set by Mattel's Barbie with one doll serving as the leading product, the original line of the Bratz consisted of four dolls, Chloe, Jade, Sasha, and Yasmin. Each was given equal status in the marketing campaigns. MGA Entertainment designed the Bratz dolls as ...

    • Loading...
    locked icon

    Sign in to access this content

    Get a 30 day FREE TRIAL

    • Watch videos from a variety of sources bringing classroom topics to life
    • Read modern, diverse business cases
    • Explore hundreds of books and reference titles