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Carter Bryant

Bratz
Bratz 2015 Logo.png
Type Fashion doll, TV series, VHS, albums, video games, web series
Inventor Carter Bryant
Company MGA Entertainment
Country United States
Availability 2001–present
Slogan The (only) girls with a passion for fashion (2001–2013)
Unleash your passion (2013–2015)
It's good to be a Bratz (2015–2016)
Official website

Bratz are an American product line of fashion dolls and merchandise manufactured by MGA Entertainment. Four original 10-inch dolls were released in 2001 —– Yasmin, Cloe, Jade, and Sasha, and in 2015, a fifth girl, Raya, was added as the fifth official Bratz. They featured almond-shaped eyes adorned with eyeshadow, and lush, glossy lips. Bratz reached great success and the original line of dolls was expanded with a number of spin-offs like Bratz Kidz and Bratz Babyz, as well as media featuring the Bratz characters, including a web series, movie, TV series, music albums, and video games. In 2005, global sales were two billion dollars, and by 2006, Bratz had about forty percent of the fashion-doll market.

Bratz dolls have provoked controversy in several areas. From the dolls' stylized proportions to fashion-forward clothing, the brand has always followed pop culture trends closely. For years, MGA Entertainment was involved in a lengthy legal dispute with Mattel over the rights to the Bratz design. In 2011, the dispute ended with MGA as the victors. Related litigation is ongoing in a lawsuit by MGA alleging Mattel's theft of trade secrets.

In early 2010, Bratz took a brief hiatus after Mattel's first lawsuit and returned later that year to commemorate the 10th anniversary of the franchise. In 2013, Bratz changed to have a taller body and an all-new logo and branding. MGA Entertainment made the decision to completely overhaul the Bratz brand throughout 2014, in an effort to return the brand to its roots. As a result, none of the Bratz 2014 product line was offered to North American retailers.

In July 2015, Bratz made a comeback and a set of new dolls were released, introducing a new main character called Raya to the lineup of Cloe, Jade, Yasmin, and Sasha as well as a new slogan and website design. The bodies were changed to be 10" tall again, but with a new body and head mold. A stop motion web series premiered in August 2015. The Bratz app was released in September 2015 to accompany the new dolls and web series.


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