Created to compete with fashion icon Barbie, the first four Bratz dolls (Yasmin, Cloe, Jade and Sasha), were launched with mixed success in 2001. It was a different story by 2006 however, when the sales of Bratz dolls had gained a massive forty percent share of the market for fashion dolls. With their skinny bodies and overlarge heads which are heavily made up with lip gloss, dark eye shadow and contemporary hair styles, the Bratz dolls have everything that Barbie lacks. They wear ultra modern clothing which sometimes verges on the outrageous, drive fast vehicles and have sumptuous play sets.
Like all superstars, the marketing for Bratz dolls has produced thousands of spin-off products such as books, films, CD’s and their own TV series. No self-respecting Bratz doll would be seen without her Bratz Boyz friend, Bratz Petz or even the child version of Bratz Kidz. The use of the letter “Z” to replace an “S” has been a clever piece of marketing that has helped to give Bratz dolls the edgy feel and respect that modern girls feel and want.
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