When it comes to popular modern dolls, it doesn’t get much better than Bratz. This American brand has quickly become a global phenomenon due to its uniqueness and today, collectors keep them in a high regard.
Who makes Bratz dolls?
Bratz dolls are made by MGA Entertainment and Carter Bryant. They were originally released in 2010 and there were 4 different dolls to choose from: Cloe, Sasha, Jade, and Yasmin. The main emphasis of these dolls was on their big eyes and lips. Due to high popularity, these items had lots of spin-offs and various new version came after them. Even today, they are present in pop culture through series, movies, cartoons, video games and so on. Soon after the initial launch, in 2005 to be precise, the company managed to sell 2 billion dollars’ worth of dolls. They dominated the market by being 40% of fashion-dolls purchased in the world.
But the success didn’t come cheap. Due to various reasons such as body disproportions, excessively modern clothing, Bratz dolls, and MGA Entertainment were regarded as controversial from the get-go. In fact, the company was involved in numerous legal proceedings with Mattel as Mattel company thought it had the rights over Bratz design. Eventually, MGA won the dispute but that wasn’t the end of it. Nowadays, MGA is suing Mattel for stealing their trade secrets.
Change of design
Bratz experienced lots of changes during the years. Some of them were partially due to public pressure, some of them were just a desire to reinvent the brand. So, in 2013, MGA revamped dolls’ logo, branding and decided to make them a bit taller. The changes continued as MGA wanted to get back to its roots. This is one of the reasons why Bratz dolls couldn’t be found in North American stores for some time.
New series came in 2015 with a doll called Raya. Bratz also did lots of other things to improve their promotional activities. The biggest change came with a new body and head type. This was also accompanied by a stop-motion web series as well as a new Bratz app.
The negative feedback
Unfortunately, these excessive changes met a negative feedback. Fans and collectors were especially hit as they believed that the new product line wasn’t aligned with what Bratz dolls represent. They lost all their uniqueness and furthermore, these new dolls weren’t the thing that fans were expecting them to be. This resulted in low sales and only 2 lines were produced by 2016.
In fact, the situation was so severe that the company had to take itself from the fashion-doll marketing for a while. In 2017, the president of MGA Entertainment, Isaac Larian, announced that Bratz dolls will be remade for the third time. This time around, the company decided to listen to their most loyal fans and create items that would represent everything that made Bratz dolls great in the first place.
Today, these babies are great collective items, and if you love role-playing with dolls, keep in mind that Bratz can be a great company.