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 [Page 184]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 multicultural and multiethnic friends, which proved to be a sound decision to market the doll to a wide range of groups.

Like their counterparts in the toy market, the Bratz dolls have been scrutinized and analyzed by scholars, parents, and child advocate groups for being too mature and sexual. The dolls have large heads, long hair, with heavily made-up eyes and lips. Bratz dolls are clothed in tight fitting shirts, short skirts often with fishnet stockings and high heels. Some scholars have noted the sexualized look of the multiethnic and multicultural dolls as a dangerous way to sell diversity to young children. Compared to the relative wholesome look of Barbie and the American Girls dolls, Bratz dolls have been described as “hooker chic.”

The Bratz share some similarities with their rivals in the toy market, including a wide variety of merchandise available for purchase such as clothing, pets and housing for the dolls. Bratz brand clothing is also available for children to wear. The merchandise for the dolls revolves around fashion and shopping prompting concerns that Bratz dolls promote the message of empowerment through consumerism to girls. A live-action film inspired by the dolls, Bratz: The Movie, was released in 2007 to unfavorable reviews and poor box office sales; however, the popularity of the dolls remained high.

With the rise in popularity of Bratz dolls and products, sales of other dolls, most notably Barbie, once the undisputed favorite among young girls and preteens, dropped. Mattel filed a lawsuit against MGA Entertainment, Inc. in 2004 citing copyright infringement and breach of contract. Mattel claimed that the Bratz doll sketches by Carter Bryant were developed while Bryant worked at Mattel, and therefore all Bratz products belonged to the company. The trial took several years, with Mattel ultimately winning a $100 million settlement for breach of contract and copyright infringement. A judge also ordered MGA Entertainment to cease production of the Bratz dolls. The court battle continued after the jury's verdict and judge's decision as MGAEntertainment's lawyers stated the other Bratz dolls developed after the original four should not be included in the court's decision.

The Bratz line continues to be produced by MGA, and the line has expanded to over 30 different models, including babies and boy dolls. Despite the legal battles and the criticism of the dolls as highly sexualized, Bratz dolls continue to be a favorite of young girls and preteens.

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