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 radical feminists (who have been against Barbie’s “sexualization” and Bratz’s “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.
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 are not examples of art or creativity, just something slapped together to push social agendas. 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 sub-cultures that 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.
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 websites were always so interactive, even the first website. It had music, games, interactive bedrooms that introduced the characters, and other things. As Bratz got bigger, the website got better. But 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 in 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 line 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 accessories. Even the boys looked stylish and cool! No 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 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.
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 to the point they thought putting rainbows, ostriches, and emojis on the packaging 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 MGA tried to be up-to-date, 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.
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!
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!
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!