Bratz Dolls Say Goodbye To the Toy Industry

23 Oct

Bratz 2001

After a year long hiatus, Bratz returned to the doll scene in 2015. However, MGA decided to take the Bratz in a whole new direction. Thus, the doll line suffered. It’s bad enough that children seldom want to play with toys anymore, especially with tablets around.

MGA tried too hard to appeal to the wrong demographic and took away what made the brand special.

To read more about the Bratz story: What Happened to the Bratz?

For the past year and a half, the Bratz dolls have been suffering in sales. As a result, MGA confirmed in an email to a fan that they are planning to discontinue the Bratz this year. 😦

The fashion doll industry is dying out due to low funds to support doll lines, lack of inspiration, soccer moms, and vocal online and offline radical feminists (who have been against Barbie’s and Bratz’s “sexualization” , “attitude”,  and “materialism” for years now and have been influential when it came to stopping girls from buying these dolls). Apparently, having a passion for fashion is considered “anti-empowering” for women. Further, I guess the soccer moms just couldn’t let these dolls thrive, no matter how hard MGA tried to compromise with them.

The following links show just how many website articles (written by feminists) supported “feminist” makeovers and hated the Bratz:

These Bratz dolls got an amazing feminists makeover

Tree Change

This artist is giving Bratz an awesome feminist Makeover

Over-sexed and over here: The ‘tarty’ Bratz Doll

New Bratz dolls Tell Girls “It’s Good to be Yourself”

Read more:

How to Explain Monster High and Other Hyper-Sexualized Dolls to Young Kids

Among many other articles. Most of the above articles are recent. The Bratz “controversy” has been going on since debut!

As a long-time super crazy Bratz fan, it is the saddest doll news I ever had to tell.

What saddens me most is not the fact that the Bratz will no longer be around, but the fact that they had so much potential. The Bratz dolls had the ability to bring the future of fashion (and a bit of history) to a fashion doll line–In a REALLY fashionable way. When I look back at Bratz Rock Angelz, for example, I remember a time when everyone wanted to be in a rock band. I reminisce on the styles of 2005 through that line. Bratz kept a record of the trends. I loved that about them. No other fashion doll line is doing that right now. None are capturing our generation’s fashions.

MGA mentioned in the email that this won’t be permanent. But I’m done believing they will bring back the awesome Bratz they once had. They got rid of the original designer, the court cases exhausted most of their funds, and social agendas in the world are influencing MGA’s direction. The only way the Bratz could get back on top is if MGA had the money to get them there and a designer who understood the original designer’s vision.

My next best bet is that another company buys out the brand and makes it awesome. The likelihood is slim, considering “rights” issues and all, but it’s a hope of mine.

My other big optional hope is that the original Bratz designer will gain the rights to the dolls once again and take the brand to a company who will really bring the vision to life.

If the Bratz make a return in a couple of years, when people are feeling nostalgic, there are a few things they truly would need to make it successful. Back in 2001, Bratz suffered at debut. A couple of things were needed to help boost the Bratz reputation. Any future designers and producers of the Bratz should take note.

1. Advertisements with Animation, a Tasteful Tune, and with Girls 10 to 14 

The coolest part about the first Bratz commercial was the animation mixing with the real girls. It was very interactive, fun, and funky.

Having older girls in the commercials made it sassier. The Bratz wasn’t written off as something that was just meant for little children when people saw older girls in the commercials. With older girls, it clearly seemed to appeal to the Tween market. If felt like something tweens and teens could relate to.

The Tween market has a lot of power nowadays, especially when dealing with social media and current trends in general. They register the world more than smaller kids do. If you want to bring power to a brand, tweens and teens will more than likely obsess with it before children will. It will help the brand stand out, like it used to.

The new commercial failed to do that, which was why it failed to promote the Bratz very well. The only thing good about it was the song “What’s Up?”

2. Give the Dolls a Glossy Eyed Look with Nice Make-up


Forget what feminists and soccer moms say. Make-up is and always has been ART, since Ancient Egypt. The Bratz used make-up in a very unique and artistic way in EVERY line. The glossy eyes added attitude and sass. They looked fierce and stylish.

The doe eyes make them look like deer who are lost in a forest. It’s bad enough people come after the Bratz for the head and feet. Now they hate the eyes.

Future designers should not let Tree Change Dolls intimidate them. Those dolls are not examples of art or creativity, just something slapped together to push social agendas and make moms feel comfortable with themselves. There was no inspiration behind those dolls. I’m sorry, not sorry. Bratz need to stay away from lines that mirror Tree Change.

Bratz needs to stick with what they do best and they are best a defying expectations when it comes to style.

3. Cut the Girlishness, Bring the EDGE

I’m sorry, but if Bratz is going to be back on top, it also has to appeal to the boys, like it once did. Bratz was for everyone. You won’t believe the number of MALE fans! Why? Because Bratz was not afraid to step over boundaries.

The one thing that annoys me about many doll lines today is that they only come with SKIRTS or DRESSES. Where are the pants? The jeans? The tomboys?

The cool thing about Bratz was that they always came with one skirt or dress and one pair of pants (unless it was a formal line). The mix and match potential was endless.

The line choices were inspiring, too. Bratz had a rock and roll line, a punk line, a gothic line, a spy line, a Tokyo-inspired line, and many other creative lines. They weren’t girlish or babyish or cheesy, like the new lines have been (Yes, that Selfie line was cheesy). They didn’t just borrow from the runways, but from the underground subcultures. It made Bratz seem fun and dangerous yet stylish. I had given suggestions to MGA in 2014, suggestions I knew only the Bratz could pull off. They seemed excited, giving my suggestion a thumbs up on facebook and approving by email. After 2014, MGA seemed to have forgotten my suggestions.

Or perhaps retailers just didn’t approve (I quickly learned how much power retailers have over the doll industry). In this case, Bratz need better marketing strategists.

Finally, Bratz do best in darker shades, not bright colors. It’s fine to add some variety to the color palette, sure, but mostly stay away from bright colors. Color-blocking bright colors with darker colors would be a good idea.

Bratz tokyo


4. Make an Interactive Website


When I first got into Bratz, they weren’t even released yet. None of my friends knew about them when I became a fan. So how did I get them into the brand? Through the super awesome website of course!

The website formats were always so interactive, even the first format. It had music, games, interactive bedrooms that introduced the characters, and other things. As Bratz got bigger, the website got better. It didn’t take a whole lot of money to make a decent website.

With this generation’s obsession with apps, companies have put less value on websites, thinking they don’t matter, thinking that all they have to do is post an app and some news on their websites. NO. Kids who can’t afford apps will appreciate an interactive website where they can play some games. In fact, it will encourage kids to enjoy something OTHER than an app. And who doesn’t like games that are free? It makes the brand look better. It adds quality to the brand.

By reaching out to those kids, you are reaching out to ALL of the target audience, not just the ones that have cool android phones and tablets.

The last Bratz website was so sad and lonely. It had a plain white background, news, and boring apps.

5. Bring Back the Boyz Line

The thing that was always best about this doll brand was that they didn’t treat the boys as just accessories to the girls. The boys had their own lines, their OWN clothing, their OWN unique hairstyles, and their OWN accessories. Even the boys looked stylish and cool! No other brand has mastered this yet! Bratz is the only brand that has catered to the males in this way.


6. Keep the Core FOUR

Bratz started out with four, and were always more successful that way. It’s best to switch out characters for the fifth. Lines do worse when all four girls aren’t in them.

In 2007-2009, MGA made the mistake of focusing on the Closmins (Cloe and Yasmin dolls).

In 2015, MGA made the mistake of adding Raya to the core line, making it difficult to switch dolls out.

7. Maintain Quality

“Quality Over quantity” is a motto that rings true in the doll industry. I would rather high quality dolls than 10 lines a year. If that means coming out with less lines until Bratz is popular again, so be it.

When Bratz first arrived in 2001, they didn’t have a whole lot of lines. But the outfits and hair were amazing to the eye and touch.

In 2012, Bratz lost their quality. The one plus to the 2015 reboot was that most of the lines had decent quality. With enough attention to detail and fine quality materials, the Bratz can be back on the map.

8. Bring Back the Old Bratz Bodies

The original Bratz bodies looked fine. There was never a need to add any extra movement or poses to these dolls. The shorter dolls looked more appealing and the bodies had more of a curve to them. Plus, they would be able to fit all of the old outfits. They should at least bring the old bodies back at debut or for a couple of months, just to test to see whether the fans want the old look back or a newer look. Later, they can decide to try adding more articulation.

In the modern day, some people may like a little more articulation so that the dolls can be posable on social media. However, the classic look gives Bratz their staple appearance, adding value to the brand. It also allows standing to be easier. Bendable arms and legs make standing difficult without a stand.

9. Allow Buying Opportunities On the Company Website or Main Website 

I heard the biggest problem came from retailers. Apparently, they have most of the power over Bratz. They have issues with selling edgy dolls to children. I’ll bet most of these retail chains are full of soccer moms and feminists (which is why I’m against female designers for Bratz. I just don’t trust they will deliver.) I was told it was the reason so many prototypes had to be altered.

If retailers won’t accept the edgier dolls in their stores because of feminists and soccer moms, then MGA should be their own store. They should produce competition for retailers.

Sure, actually building a chain of stores would be difficult. It requires a lot of money. So instead, why not allow Bratz to be sold online, at the main website, right from the company? There should be a “shop” section. With so many people online, why not? It’s easier today with everyone connected to internet.

I suppose they want help with promotion and such from large retail chains. Still, if retailers refuse to sell certain “alternative” dolls, MGA should sell the dolls on their own website, just to give people better options. They have to make retailers want the dolls. They can better do that by taking the doll matters into their own hands.

With Bratz’s popular name, gaining someone to promote Bratz wouldn’t have been too difficult if they had just created a fierce doll line. Someone would’ve wanted to fund these dolls.

10. The Packaging

I don’t know what possessed MGA when they decided to put rainbows, ostriches, and emojis on the packaging. Who thought that would be a good idea? It might be the universal “Digital Age”, but that doesn’t mean everyone wants to see emojis everywhere. It seemed like whenever and wherever MGA tried to be up-to-date with the new Bratz, they seemed more out-of-touch.

The packaging used to be unique. Each package fit with the theme of the current doll line. Some almost looked like purses, too. For instance, the Pretty N’ Punk line’s packaging had one chain at the top, to make carrying it easier. That became a trademark for Bratz.

Bratz 2001 website

The Bratz may not have had a good year, but Bratz had one of the longest runs of any fashion doll line next to Barbie! Bratz have been a successful doll line for more than 10 years! That is a victory in itself.

Enjoy a slideshow full of the Bratz’s doll line creations!

This slideshow requires JavaScript.

Enjoy all of the commercials that have come out over the years. My, have things changed.


Enjoy the Bratz music!

Want to test your Bratz knowledge? Try my Bratz Quiz!

Bratz Quiz: How Much Do You Know?

Well, that about wraps up this discussion. So Bratz fans, what do you think of the news? Are you heartbroken Bratz are leaving? Happy that they won’t look bad anymore? Mixed in your feelings? Leave me a comment and let me know what you think. And if you have any more suggestions on what you think would make the brand better, please share!

😦  (2001-2016)

READ NEXT: One brave feminist goes deeper into the “feminist” dislike of Bratz, stating how the Bratz “appearance” relates to black and Latino communities, and how that conflicts with “White feminism”. Check out her article: Brave Feminist

32 Responses to “Bratz Dolls Say Goodbye To the Toy Industry”

  1. HopeGrim 2016/10/23 at 19:46 #

    I’m in tears. Why? Like the doll brand right now isn’t as good as the original generation but why?


    • HopeGrim 2016/10/23 at 19:47 #

      The doll world is already losing quality and values as it is. Losing this doll line is a big blow. Next, we’ll see monster high leaving its shelves.


      • generationnext 2016/10/24 at 17:27 #

        Be prepared for Monster High next. Ever since they re-branded the entire line, people have had a really negative response to them.

        In fact, them re-branding MH is a sign the doll line is suffering. Soon, all we’ll have is BARBIE and Disney’s toys.

        The Toy Industry, particularly the Fashion doll industry, is slowly fading away with the new generation. It’s a sad reminder that kids just aren’t interested in toys anymore. 😦

        Thank you once again for commenting. You’re one of my loyal readers. I really appreciate you. Especially in my time of grief over one of my favorite doll brands.

        Liked by 1 person

    • generationnext 2016/10/24 at 17:17 #

      There weren’t enough sales. 😦 Apparently, everyone was refusing to buy the new dolls until they made the dolls look like the original. They didn’t get enough money to make new lines, so they discontinued the whole brand. They kept getting nothing but negative responses, on instagram, twitter, and especially facebook. I suppose they felt Bratz were outdated. But that wasn’t the problem at all. The problem was poor promotion throughout the year and doll faces and lines that didn’t please the core fanbase.

      I guess they are putting most of their attention on Project MC2 and Moxie Girlz now too.

      I’m really sad, but I’m going to keep this brand alive and keep fighting for their return. After all, this is the last brand where representation of African American, Asian, and Hispanic/Latina characters is strong.

      Liked by 1 person

  2. Love&Light 2016/10/25 at 17:55 #

    It’s a real shame that MGA let things get to this point. They had a billion dollar franchise on their hands and had so much potential to come back strong and capitalise on this new generation by being true to their original essence. Instead, they focused on the wrong things. They focused on pleasing soccer moms and playing it very safe with this relaunch and this is exactly why the brand has suffered severely. The designers and basically the entire team that worked on 2015-16 Bratz clearly don’t have any idea about what made the brand such a hit and are the reason this comeback was such a huge flop. MGA have nobody to blame for this mess but themselves this time around by listening to the wrong people within their own team.

    Majority of the 2015 commercials were tame and aimed at toddlers, the marketing was poor and not true to what the Bratz are really about, and worst of all, the dolls themselves were try hard and juvenile looking. The faces were terrible, wore hardly any make-up and lacked expression and sassiness, and the designs/themes were hit and miss with majority being a big MISS. The main point of Bratz was their endless mix and match fashion options. With the relaunch, this was lacking and many of the designs were so theme specific that it didn’t allow for much mixing and matching. Aside from that, many of the designs were just messy and way too childish. All of the packaging was bombarded with emojis and rainbow colours everywhere. MGA pretty much turned Bratz into a Barbie clone when Bratz was always the total opposite. They were edgy, fashion forward dolls that were primarily focused on FASHION. There wasn’t a need for a huge backstory or some long explanation as to why they liked fashion. They just DID and they did it VERY well! They took on edgy themes and made statements with their fashion choices that no other toy company to this day would DARE take on, especially not today. Toy companies today are pandering to soccer moms and no fashion doll line is taking any risks because everything has to be super pc and apparently you can’t love fashion without being shallow or looked at as a slut. This is why the fashion doll industry is suffering. Everything has become super watered down, boring, cheap and nothing is inspiring anymore. MGA made Bratz follow that trend and now they have to discontinue the line because of it. So many fans have made suggestions online, shared ideas and inspiration countless times on social media. With the amount of ideas posted online, i’m surprised another toy company hasn’t popped up outta nowhere with an amazing fashion doll line to rival what Bratz used to be. That still might just happen, and then MGA will really be in trouble if they don’t get things together soon (Mattel also) especially now when Monster High also appears to be in decline, but is still having more success with their rebranding than Bratz.

    I agree with many of your suggestions. I think MGA just need to get rid of everyone that was involved with this relaunch and start again. Use the people that contributed to making Bratz a success, the people that truly understand the franchise. Many people don’t understand when fans say they want the “old Bratz back”. Obviously it’s not about living in the past and expecting flared glitter jeans, but about keeping that fierce essence they once had but bringing that into 2016 and beyond. It’s quite hilarious that girls on Instagram look more like a Bratz doll than the actual dolls do. Bratz need to capitalise on the hype of fashion and beauty like they did before. With the relaunch, they were all about CIY and being wholesome relatable girls. That isn’t what made them such a success. They were about living glamorously and having that larger than life and aspirational element to them.

    They need to consult their old team of designers and also bring in fresh talent that really understands the franchise. Many Bratz fans want illustrator and designer Hayden Williams to design for them. Isaac Larian has already expressed that he loves his work and i think he captures the spirit and true essence of the Bratz perfectly!

    I don’t know if MGA will ever be brave enough to fully bring Bratz back to greatness. It seems like they are very scared to touch on anything relating to their past or anything “old Bratz” for fear of upsetting certain parents or ruffling any feathers. But this is exactly what they need to do if they ever want to see success again. They need to be controversial and get people talking. They need to take risks and deliver amazing dolls that will get girls and boys excited again! If they don’t get it right the next time, there may never be a next time and they might be over for good, as retailers and fans will only give so many chances for so long. The fans are already tired of this whole situation and feel like MGA aren’t listening to what they want. Lets hope MGA have seriously learned from this mess and get back to bringing the REAL Bratz back….whenever that may be!


    • generationnext 2016/10/28 at 03:43 #

      Absolutely. Everything you said was spot-on!

      Unfortunately, and this is just a hunch, I get the feeling that with the mess of the court cases, the fight with Belair, and the falling out with Carter Bryant, they are either incapable of bringing back the old Bratz (due to legal issues) or refusing to keep Carter’s stamp on it because they let him go (just in case he can sue them or just because they want to prove they can move on without him, which seemed not to be the case).
      Monster High has changed their glossy-eyed look, too. I’m also wondering if that has something to do with court cases or Mattel trying to appeal to soccer moms.

      Feminists and Soccer moms just added to a whole slew of other issues.

      Still, they can get around this by making fashions that are inspiring, even if the faces can’t be exact. Carter Bryant was inspired by the punk rock scene and urban hip-hop scenes for the Bratz. That should’ve been where they began.

      Hayden Williams would’ve been perfect as the designer! And finding a team to support Hayden would’ve been smart. But I’ll bet the hiring process and screening, as well as actually manufacturing and producing the Hayden dolls, would’ve taken another year. He’s also not from the USA, where the Bratz began, so there’s some other challenges with bringing him on board. Either way, this year would’ve bombed. But hiring Hayden in the future should be an option. IF not, someone else should buy out the franchise and hire Hayden. That’s if Hayden wants to fully invest time and patience into the fashion doll industry and Bratz line. They at least can borrow some art ideas from Hayden.

      Either way, I’m at the point where I would rather another company take on the doll franchise than see so much wasted potential.

      Thank you for commenting. 🙂


  3. Tony 2016/10/27 at 14:53 #

    I’m a guy and I loved the Bratz from a young age because they really taught kids to be themselves. In fact one of their ads started with “whatever you do… be totally you…”.

    However, even though I was a bit disappointed with the new dolls, I would have to say that I’m a bit heartbroken about this news. The line had so much potential and MGA didn’t make good use of it.


    • generationnext 2016/10/28 at 03:31 #

      Agreed. Bratz appealed to all audiences: young, older, female, male, everyone. Most people didn’t buy the new dolls, and when there is no money rolling in there isn’t enough to fund the Bratz project.

      What they really needed was some good designers on board who understood Carter Bryant’s vision. Or they should’ve just kept Carter Bryant, the original designer, on board. I don’t understand what made them think getting rid of him was a good idea…

      MGA has continued to disappoint me with the way they have managed the doll line. At this point, I would hope the brand goes in someone else’s hands, in a company that understands these dolls and has better management and vision.

      Thank you Tony for commenting. 🙂


  4. generationnext 2016/10/30 at 16:47 #

    Reblogged this on Generation Next and commented:

    One More Week To Honor the Bratz. 😦


  5. ayannabuckner 2016/11/02 at 06:06 #

    Man, this is such a shame. I mean, I kind of saw this coming when they initially began advertising for the 2015 reboot, but being only 18, Bratz was ny childhood. They were the cool doll just because of how unique they were! As everyone before me has stated, they appealed to those who admired urban styles and sub-cultures. As a child I always loved how they represented many different races and had out of this world opportunities such as being in the Rock Angelz band or travelling to Tokyo in the Tokyo a Go Go line. When they relaunched they were just…blah. I don’t think I’d be interested in a “relatable” doll as a current-gen child either because as a kid I played with toys so I could escape reality, not live it. Plus they were too gimmicky with “selfie” lines and uniteresting clothing.

    It really does stink that they’re going out with a whimper. Here’s hoping that maybe one day they can come back and be the popular line they once were. And here’s hoping that EAH and MH won’t suffer the same fate.


    • generationnext 2016/11/04 at 17:26 #

      Yes. I always imagined that when Bratz went out, they would go out with a bang. I always thought that Bratz had the ability to stand the test of time, more than many other doll brands. Guess not. 😦

      I think Ever After High has some juice left. It’s Monster High I’m worried about. Their reboot is also not looking too good. :/

      Thanks for commenting.


    • Susan Fuller 2016/12/22 at 05:29 #

      Not happy what’s so ever.

      Liked by 1 person

  6. Jacqueline fertik 2017/03/25 at 21:44 #

    Never new about bratz but know looking at their they are not thst bad cloths on dolls were pretty good fashion never liked frumpy barbie well hope barbie and disney dont shoot down the shibajuku doll line becsuse thsts the only doll line thsts affordable and eady to get pulips blyth doll are expensive but very good


    • generationnext 2017/03/27 at 18:31 #

      I don’t worry that Barbie will shoot down any doll lines in the modern day, but Disney’s dolls are the biggest threat to the other dolls in the industry.

      Bratz were very popular 10 years ago. In fact, they were so popular, they became a household name. But over the last couple of years, their popularity dwindled. It’s unfortunate.

      Thanks for commenting. Glad to talk with other doll fans. 🙂


  7. Jacqueline fertik 2017/03/29 at 22:56 #

    I never looked bratzstx until now and i love their get ups old snd new hate barbie espevially their hair frumpy cloths etc. Only collector ones disney doll hair are fulled with product and molded cloths are they kidden those princess dolls are horrid it is a shame i reslly liked those bratz doll well now i hope this nee line from Australia named shibajuku dolls do good becsuse they have potencil maybe to break though the horrid doll that are being sold now


    • generationnext 2017/03/31 at 19:02 #

      I also hope Shibajuku dolls break through, too. It’s difficult with the current toy industry to predict what will happen to the dolls, but I hope for the best.

      I still do cross my fingers that the Bratz can make a major comeback, even if it’s not under MGA. I wish the original designer could make a return.

      Thanks once again for your comments.


  8. Sandra Kuhn-Chun 2017/04/30 at 13:24 #

    I am also sorry to see this line go. I am an adult collector of many types of dolls. I do not like Barbie at all because of her stepford wife look. I agree that the Bratz mirrored current fashion which made them very interesting and the clothes could be mixed up to allow one to create their own look. The clothes were also good quality, with a lot of great details, not the cheap poor quality Barbie clothes. And yes, the boys were epic. Best looking boys line hands down. But I don’t entirely agree with the fact that soccer moms and feminists brought them down. I’m a feminist and I’m far more bothered by Barbie than Bratz. And if soccer moms ruled the world, Monster High wouldn’t be as big as it is. But here’s one difference, they figured out how to market the edgy Monster High dolls. “Its ok to be different. Everyone in high school feels like a monster so own it and be yourself.” I think they could have done the same thing with Bratz–kept the original edgy look and clothing and marketed them as girls who cut their own path instead of following the herd. Put the emphasis on their fierceness and confidence and being leaders rather than the emphasis on makeup and fashion (even though they are wearing makeup and have great fashion). And I don’t agree about the bodies either. One of the things that is important to adult collectors is articulation. Monster High had wonderful articulation when Barbie was still pretty stiff. This is the age of Instagram and social media–dolls are going to be in pictures, posing, dioramas, and the lack of articulation makes those things less fun. So I say, bring back Bratz original look, the wonderful fashion, but with a better marketing line than ‘passion for fashion’. Make them trailblazers instead. Modern girls who aren’t afraid to be themselves. Give them a more articulated body which would add enormously to their expression. Sadly, I think the recent watering down with the new release hurt the brand rather than helped as it turned off the original fans. But I also think it can return and stronger than ever if they will carefully consider who these dolls are and how to market them. I hope they do.


    • generationnext 2017/05/07 at 10:54 #

      Not ALL feminists had a hand in the take-down of Bratz, but the main reason Bratz had a MAKEOVER was because of RADICAL feminists and soccer moms’ criticisms of the brand, and the makeover contributed to fans’ disappointment with the brand and the lack of sales.

      The evidence is all there, all around the internet, from as far back as 2001, that feminists and soccer moms are/were against Bratz. The ones against them outnumber and out-voice the ones who are supportive. They influence the retail industry the most because women do the most shopping (not just for clothes but household appliances as well). When MGA released their “newer” Bratz in 2014, they posted an article from someone who said “The Bratz give a message parents won’t cringe at”.

      This is a strict indication that MGA recognizes that parents, particularly moms, and other women, who care the most about what girls are playing with, didn’t approve of the original Bratz. They were excited that these people were recognizing their attempts as being more “wholesome” which was not the Bratz original purpose.

      When Bratz was at the height of their popularity, feminists, like Jezebel, trashed the Bratz, stating that they “wore too much makeup, were too sexualized, and gave girls materialistic values.” This influenced what parents bought for their kids.

      If feminists and soccer moms had no hand in this, these statements had to have come from somewhere. Where? Obviously feminists and soccer moms. They didn’t come from the average man, who doesn’t care about dolls’ fashion. Who did they come from? Women who actually like fashion? It came from women who are against oversexualization and materialism, philosophies rejected by mothers and feminists, and all who wrote the articles for the media.

      What we can infer from that is that active feminists and moms (people who have media influence and power) contributed to the downfall of the Bratz line, even if they were not solely responsible alone.

      It’s great you are one of the supportive feminists, but many of the vocalists for the movement WERE NOT.

      The list goes on…And most of them are also soccer moms. You don’t believe soccer moms influence much? Research more about the retail industry.

      There is only been one supportive feminist and even she acknowledges the greater disapproval by MOST feminists in her article about the Bratz. If you look at the comments regarding the article, there is more negativity than positivity regarding the Bratz.

      Monster High’s message was convincing at first, and that was why Bratz TRIED the same “empowering” message.

      They also tried to release a Youtube video showing strong women and how they have “Bratitude” because they don’t fit the mold (this was during a 2015 release). That didn’t work. It was eventually taken down and now you can’t even find it on the internet.

      Why? Because those slogans and themes don’t fit with the Bratz. Monster High began at a time when our social climate was encouraging others to accept differences in people. Bratz came at the Turn of the 21st Century, at a time when the doll industry lacked diversity. They came at different points and they developed different charms. If the Bratz adapted anything different, it would just obviously be a lame attempt to get with the social times and it would make the Bratz seem more old-fashioned. Throughout their run, they could include more social issues, like they did back in the past. But Bratz would do better to try and stick with their original purpose and gain their fan loyalty back.

      Your point about Monster High being super popular… Have you noticed that they underwent a dramatic transformation in the last two years, changing their slogan, the main character, and the webisodes? Did you also notice that they got rid of the monsters’ boyfriends and male love interests? Why do you think so?

      The same feminists I named about labeled Monster High as the ghoulish slutty competitors for the Bratz (go into the archives of some of those websites’ articles above). Over the years, Mattel, creators of MH, has responded to the social feminists’ backlash by creating skirts that were longer, putting less makeup on the dolls, and reducing the number of outfits and accessories.

      Soccer moms also pointed out that the dolls were too scary.

      Why do you think the one spider ghoul doll MH had was discontinued? Soccer moms. The dolls look cuter now, the details look like stickers, and the mouths and eyes aren’t as “sassy”.

      Even though Monster High is still popular, keep in mind that Monster High is newer than the Bratz dolls. The decline in popularity for the Bratz was gradual, not at once. Radical Feminists and Soccer moms are doing the same thing to Monster High. Have you noticed that Monster High’s sales dropped in the last two years? It’s interesting to observe the increase in backlash and how it relates to sales. More and more feminists are taking over media around the world and that has influenced the success of the fashion doll industry in its entirety.

      Believe it or not, the voice of many is influential. Haters influence the success of any brand, often for the worse. If you don’t recognize that, you will see many companies fold right under your nose without ever knowing why.

      Despite what you label yourself as, you have to understand that the vocalists on social media and the rest of internet influence culture and what sells, even if you are a lone feminist who is okay with it. Toy companies are caught in the fire. I called these women “radical” feminists, not just “feminists” for a reason. The adjective describes that there is a difference between them and you. They are extreme, you are more reasonable.

      MGA has always done a good job in the past at marketing the Bratz as trailblazers. The Bratz were already trailblazers, going places NO woman dares to go for fear of being labeled a “slut”. The thing is it’s difficult to make the Bratz into trailblazers without their “Passion for Fashion” (which is what made them amazingly popular) and the point is having a “Passion for Fashion” shouldn’t be scorned or looked down upon. The average radical feminist doesn’t see it that way. Radical feminists believe that if women care about fashion they are just shallow, materialistic, and lack substance. They don’t understand the creative and innovative process that goes into fashion and that fashion doesn’t have to be worn just to attract men (which some of the Bratz fashion was too outlandish for anyway).

      Men dominate the fashion design world, not women. We should encourage more women to pursue their passions despite these “rules” of “proper” behavior and the boundaries put in place. We might see more girls DESIGNING the fashions rather than being consumers. However, most radical feminists don’t have a good perception of entertainment that encourages girls to care about their appearances. This is why men continue to dominate the fashion industry, an industry women consume!

      Regarding articulation- Bratz had articulated bodies in 2010, which didn’t work out. Then again, that was before Instagram really took off the ground. I see that the articulation may be more accepted now than it was then. However, the old bodies would allow people to put older fashions on the newer dolls, which would make mix-and-match potential endless.

      MGA should at least test it out and I think I will clarify that in the article.

      I agree that MGA has to consider who the dolls are. But the problem is the person who made the Bratz who they are is no longer working for MGA. They will need to get someone on the design team that actually knows what Carter Bryant’s vision was. That vision was not to cater to feminists, as he’s a man, but to bring all of the underground cultures he loved as a teen into fashion. On one of my articles, Carter Bryant, the original designer, expressed what he wanted for Bratz. Check it out in the comments section of the article.

      Thank you for commenting and reading the article. I will review the article to add more sources and clarify more about feminists and soccer moms’ hand in the Bratz’s downfall. Based on solid evidence, I have every reason to point much of the blame on some in those groups. I will also consider your idea about body articulation.


  9. Jimmy Anderson 2017/06/15 at 12:57 #

    Bratz are coming back in 2018!

    Liked by 1 person

  10. Danni 2017/08/14 at 08:31 #

    I’m soooo disappointed! This is the only doll line my daughter loves and the only dolls we purchase! She loves Bratz and so do I. I was hoping they were not being discontinued because I noticed they were marked down and harder to find and some stores didn’t even have any every time I went in. It’s sad how people can complain so much about something they don’t like instead of just not purchasing. We don’t like monster high so we don’t buy how come those evil looking dolls were not first to go? Some even have two heads but society thinks that’s okay, to play we zombie nasty, scary, devil looking dolls! This society worries about the wrong thing. My daughter loves fashion and style and that’s why she loved these dolls. We sure won’t be buying ANY of these other boring lame dolls on the market. Never liked boring Barbie and the fashionista line is a fail.


    • generationnext 2017/08/14 at 15:23 #

      The problem didn’t come from the complaints alone. The complaints led to people not purchasing. And when a doll doesn’t get purchased, it doesn’t get the funding to continue. It’s a shame that people don’t see the value in these dolls.

      But don’t worry. Issac Larian announced on Twitter that he is aiming to bring the Bratz back in 2018. 😉 There still may be hope yet. It’s just that fans nor foes were fans of the reboot and that creates problems.

      But some kids like them.

      Monster high is on the decline too. It’s headed towards archival really soon. The toy industry overall is in a decline and Disney’s toys are the only ones thriving.

      Monster High’s goal was to get people to think of monsters as average people, no matter what they look like. It was to promote not judging people by how different they are or how different they look. They also wanted to make monsters less scary to kids by placing kid-friendly storylines and cute outfits behind the monsters. The concept gets lost though when the monster dolls actually do scare kids. XD

      I agree that most of the doll lines are average at best. When I walk down to doll aisle, the only thing selling these toys are the brand, not the quality or list of accessories and items that come with it. It isn’t worth the price anymore.

      Thank you for commenting. I appreciate you reading. 🙂


  11. Jasmine 2017/10/05 at 22:02 #

    “Feminist” don’t like Bratz? That’s got to be some b.s. I’m a feminist and a lot of my other feminist friends love the Bratz dolls. It shows that girls can be feminine and like fashion and not be deminided for it. Also the Bratz line was smart in including four girls that are all a different race/ethnicity so most girls could find a Bratz they relate to or see themselves in. The Bratz dolls had inclusivity, empowered little girls to not be ashamed of what they like (since some people think that liking fashion or makeup is “too feminine” and a bad thing) and also showed that boys can like fashion too! Most of the complaints from ‘feminists’ seems to be from white feminists who aren’t really feminists. They’re just a bunch of white women who don’t like latin/black culture or like seeing any girl or women take an interest in anything they deem “too feminine” and that all women should have interests in ‘unisex’ or more male dominated/liked things; basically saying women shouldn’t be individuals or have an interest in anything “too feminine”. Either way I hope the Bratz dolls go back to what they used to be and I’ll definitely be buying a few if they do.


    • generationnext 2017/10/09 at 11:34 #

      If you look at all the articles posted above, the references to the people who criticized Bratz, you’ll see that most of them were feminists.

      I definitely know there are feminists out there who love the Bratz! But the problem is many of the leaders of the movement don’t believe that a “real” feminist can like the Bratz. The ones who own the major magazines, the ones who advocate to be “spokespeople” of the movement, and the “mothers” who claim to be protecting their children often make Bratz out to be a threat, when the reality is the doll line has been mostly an empowering influence for today’s young women. I believe it’s less “feminist” to believe that being more like men all the time is superior. Isn’t that part of patriarchal thinking? Both femininity and masculinity should be honored and respected in both genders.

      Thank you so much for your comments and reading the article. It’s encouraging to read about feminists who actually appreciate the Bratz.


  12. Michelle 2018/04/12 at 00:57 #

    I love Bratz forever! Anyone wanting to make trades contact me😀😀😀❤😍😘

    Liked by 1 person

    • generationnext 2018/04/23 at 20:50 #

      Awesome! I need to unpack my Bratz and see what I have for a trade.


      • TaliyahDaDoll 2018/10/28 at 22:26 #

        Theres a limited collection of bratz dolls coming out, maybe just MAYBE, if lots of people buy those, then the company wilk soon began to see that the true bratz fans miss the bratz dolls! Just hopefully!

        Liked by 1 person

  13. Valerie Mitchell 2018/11/28 at 19:16 #

    My daughter is now 23 and grew up with bratz dolls which were passed onto friends kids etc now my youngest daughter has 2 bratz dolls and would really like a new one this Xmas, even a second hand one , I’m devastated, I loved these cool amazing fashion cheeky dolls , my son age 7 crazy about boy bratz , please come back to toy stores bratz 🤗



  1. Bratz dolls VS. Feminists: “Oversexualized” or “Empowering”? | Generation Next - 2017/05/16

    […] a major Bratz fan, I still have a difficult time coming to terms with the fact that these dolls are not going to be produced anymore, that they are discontinued, and that they are no longer popular. In 2016, MGA, the owners of the […]


  2. MGA’s CEO, Issac Larian, Said, “Bratz Are Coming Back the Fall of 2018!” Can the Bratz Deliver This Time? | Generation Next - 2018/06/30

    […] Bratz Dolls Say Good-bye to the Toy Industry […]


  3. The Truth or Not the Truth? Conversation with Insider: What Really Happened to Bratz in 2015? What’s Influencing Bratz in 2018? | Generation Next - 2018/09/02

    […] Because of these statements, I suggested that MGA sell the Bratz dolls retailers won’t take online, basically as exclusives. I was kind of freaked out when I heard Bratz was being sold on Amazon as an exclusive this year. It got me thinking, “Did they listen to my idea?” My idea was to have a Bratz store online where Bratz-exclusive products are sold. In fact, I listed a few things I thought would help improve the brand on my article Bratz Dolls Say Goodbye to the Toy Industry. […]


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