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{{Short description|American fashion doll and media franchise}}
{{About|the fashion doll line and media franchise|people with the surname|Bratz (surname)|other uses|Bratz (disambiguation)}}
{{Infobox toy
|image=Bratz_2020_logo.png
|image_size=200px
|name=Bratz
|type={{ubl|[[Fashion doll]]|[[Media franchise]]}}
|from=2001
|company=[[MGA Entertainment]]
|inventor=[[Carter Bryant]]
|website= https://www.bratz.com/ 
|country=[[United States]]
|slogan= "The girls with a passion for fashion"
}}
'''Bratz''' is an American [[fashion doll]] and [[media franchise]] created by former [[Mattel]] employee [[Carter Bryant]] for [[MGA Entertainment]], which debuted in 2001. Bratz continued to be popular  during  the early 2000s.<ref name="Talbot">{{cite magazine| url=http://www.newamerica.net/publications/articles/2006/little_hotties_4487 | title=Little hotties: Barbie's new rivals|magazine=[[The New Yorker]]|publisher=[[New America (organization)|New America Foundation]]|date=5 December 2006|access-date=7 December 2008|last=Talbot|first=Margaret|quote=When a doll designer and on-and-off-again Mattel employee named Carter Bryant brought Larian a drawing of a new doll he had in mind, Larian at first saw little to admire. "To be honest, to me it looked weird—it looked ugly," Larian told me. But Larian's attitude toward the tastes of children is respectful to the point of reverence, and his daughter Jasmin, then eleven years old, happened to be hanging out in his office that day. Larian asked her what she thought of the drawing. "And, you know, I saw this sparkle that you see in kids' eyes," he recalled. "They talk with their body language more than their voice. And she says, 'Yeah, It's cute.'" For Larian, that was enough: "I said, 'O.K., we'll do it.'"|archive-url=https://web.archive.org/web/20081130030153/http://www.newamerica.net/publications/articles/2006/little_hotties_4487|archive-date=30 November 2008}}</ref>

The four original 10-inch (25&nbsp;cm) dolls were released on May 21, 2001 — Yasmin (Latina),<ref>{{Cite web |last=Keys |first=Lisa |date=2007-08-07 |title=Bratz: Jewish man's answer to Barbie |url=https://www.jta.org/2007/08/07/culture/bratz-jewish-mans-answer-to-barbie |access-date=2025-05-16 |website=Jewish Telegraphic Agency |language=en-US}}</ref> Cloe (White), Jade (East Asian), and Sasha (African American)<ref>{{Cite web |last=Dimitroff |first=Cassandra |date=2023-08-11 |title=Sorry Barbie, it's time for Bratz season |url=https://www.russh.com/bratz-dolls-trend/ |access-date=2024-02-05 |website=RUSSH}}</ref><ref name=":1">{{Cite web |date=2021-06-01 |title=A Brief Cultural History of Bratz |url=https://www.wmagazine.com/culture/bratz-dolls-anniversary-deep-dive-history |access-date=2024-02-05 |website=W Magazine |language=en}}</ref><ref>{{cite web | url=https://medium.com/@emilysoreybackus/barbies-bratz-and-racial-representation-5cfc94a9853 | title=Barbies, Bratz, and Racial Representation | date=11 May 2015 }}</ref><ref>{{cite web | title=How the resurgence of Bratz dolls has influenced popular culture | website=The Vermilion | date=2022-09-07 | url=https://thevermilion.net/2022/09/07/how-the-resurgence-of-bratz-dolls-has-influenced-popular-culture/ | archive-url=https://web.archive.org/web/20220907150512/https://thevermilion.net/2022/09/07/how-the-resurgence-of-bratz-dolls-has-influenced-popular-culture/ | archive-date=2022-09-07 | url-status=live | access-date=2025-08-28}}</ref> — with Meygan (Scottish Redhead) being added to the group in 2002 as a fifth member.<ref>{{Cite web |title=Meygan {{!}} Characters {{!}} Stilesville Central |url=https://www.lookinbratz.com/stiles/characters/meygan |access-date=2025-04-26 |website=Lookin' Bratz — The Ultimate Bratz Resource! |language=en-US}}</ref> They featured almond-shaped eyes adorned with eyeshadow adding lush and big glossy lips.<ref name=Talbot /> Bratz reached great success with the expansion to spin-offs, including [[Bratz Kidz]], [[Bratz Boyz]], [[Bratz Babyz]], [[Bratzillaz]], and a media franchise consisting of [[Bratz discography|discography]] and adaptations into [[Bratz (TV series)|a TV series]], [[Bratz (web series)|a web series]], [[Bratz (film)|a live-action film]] and video games. Global sales of the entire franchise grossed $2 billion in 2005 and by the following year, the brand had about 40 percent of the fashion-doll market.<ref name="Talbot" />

The Bratz doll lines have provoked controversy in several areas from their stylized proportions to fashion-forward clothing, capitalizing closely on pop trends. Since the brand's launch in 2001, franchise distributor MGA Entertainment got embroiled in a lengthy legal dispute with its rival [[Mattel]] over the rights to its design, which ended in 2011 with MGA as the victors.<ref>{{cite news |first=Andrea|last=Chang|url=https://www.latimes.com/business/la-xpm-2011-aug-05-la-fi-mattel-bratz-20110805-story.html |title=Mattel must pay MGA $310 million in Bratz case|date=5 August 2011|newspaper=[[Los Angeles Times]]|access-date=13 May 2017}}</ref> Related litigation is ongoing in a lawsuit by MGA alleging Mattel's theft of trade secrets.<ref>[[#Lawsuit|MGA v. Mattel Battles & Controversies]]</ref>

MGA has paused the Bratz brand since the onset of the litigation and rebranded it several times throughout its lifespan, with the first of those coming in 2010 after Mattel's first lawsuit, only to return later that year to commemorate the brand's 10th anniversary. In 2013, Bratz changed to have taller bodies, an all-new logo, and branding,<ref>{{cite web|date=11 February 2013|url=http://www.prnewswire.com/news-releases/bratz-dolls-stand-tall-for-a-new-generation-190681081.html|title=BRATZ Dolls Stand Tall For A New Generation|work=Bratz|publisher=MGA Entertainment|via=[[PR Newswire]]}}</ref> and continued through 2014, in an effort to return the brand to its roots. As a result, none of the 2014 product line was made available in North America.

In July 2015, Bratz relaunched a second time for 14 years with new doll lines and introducing a new main character, Raya, to the debut lineup from its 2001 launch as well as a new slogan and website design. The bodies were changed to be 10" (25&nbsp;cm) tall again, but with new bodies and head molds. These dolls were met with negative reactions from fans, as the brand was more oriented towards younger kids rather than tweens and teens like the previous dolls. Due to the poor reception and sales, the dolls were once again discontinued in 2016.

In the fall of 2021, Bratz released reproductions of the first edition Bratz dolls from 2001 and the popular Rock Angelz collection from 2005 to celebrate their 20th anniversary.<ref>{{cite web |date= September 16, 2021|title= Bratz is back with special 20th anniversary dolls |url= https://toyworldmag.co.uk/bratz-is-back-with-special-20th-anniversary-dolls/|website= toyworldmag.co.uk|access-date= May 15, 2025}}</ref> Since then, Bratz have continued to reproduce various dolls and collections from the early 2010s, as well as produce brand new doll lines for the first time in almost a decade.

==Products and history==
[[File:Bratz dolls.jpg|thumb|300px|Bratz dolls from 2010]]
Though Bratz dolls fared poorly at their May 21, 2001 debut — mostly due to the long-held monopoly by the Mattel-staple [[Barbie]] — their popularity increased the following Christmas. In the first half-decade since debut, 125 million products were sold worldwide,<ref name="Talbot" /> and, in 2005, global sales of Bratz and Bratz products grossed over $2 billion.<ref name="Talbot" /> In 2006, a toy-industry analyst indicated Bratz had captured about 40% of the fashion-doll market, compared with Barbie's 60%.<ref name="Talbot" /> The competition was high with Barbies, but became more and more popular with time.

In August 2010, MGA released its first Bratz dolls in a year to celebrate the 10th anniversary/first decadal anniversary of the franchise.<ref name="Bratz 1st Decade" /> In addition to two "comeback" collections, MGA also released 10 new female Bratz characters on October 10, 2010. Bratz Party and Talking Bratz were in Target, Toys "R" Us and [[Walmart]] stores.{{dubious|.2210_new_female_Bratz_characters.22|date=September 2012}}<ref name="Bratz 1st Decade">{{cite press release|work=Bratz|url=http://www.mgae.com/downloads/pressreleases/MGA%20Entertainment_Bratz%2010th%20Anniversary%202010%20FINAL.pdf|title=BRATZ® Are Back - Bigger and Better Than Ever!|publisher=MGA Entertainment|date=14 February 2010|access-date=19 September 2012|quote=In celebration of the 10th Anniversary milestone of its hottest franchise, MGA Entertainment is poised to launch a new edition of BRATZ® fashion dolls. Slated for release in August 2010, the world's favorite BRATZ® pack – Cloe™, Yasmin™, Sasha™ and Jade™ -  are back, sporting a fresh new look featuring updated faces, bodies and fashions. The BRATZ Anniversary Edition will introduce 10 new characters all poised to join the world's most popular fashion dolls in their yearlong celebration.|archive-date=26 May 2020|archive-url=https://web.archive.org/web/20200526172555/https://www.mgae.com//}}</ref>

In 2013, Bratz got a new logo and slogan, and the dolls all got new bodies with articulated arms, with a height to match its competitor [[Monster High]] while keeping their unique faces, and sporting brand new fashions.{{Citation needed|date=August 2023}} Only the four principal Bratz characters, alongside additions: Meygan, Fianna, Shira, Roxxi and Phoebe, have been made in the new bodies.{{Citation needed|date=August 2023}}

In January 2014, MGA revealed that Bratz would go on a country-based hiatus (only for/in the United States) for a year in an attempt to rebuild the brand after an admittedly first relaunch in September 2010 to celebrate the brand's first decadal anniversary, resulting from the lawsuit against Mattel, which was met with decreased popularity. MGA Entertainment felt that it wanted to give the brand "the comeback it truly deserved".{{Citation needed|date=August 2023}}

In July 2015, Bratz relaunched a second time for 14 years with new doll lines and introducing a new main character, Raya (despite sharing the same name with a previous character) to the debut lineup from its 2001 launch as well as a new slogan and website design. The bodies were changed to be 10" (25&nbsp;cm) tall again, but with new bodies and head molds. These dolls were met with negative reactions from fans, as the brand was more oriented towards younger kids rather than tweens and teens like the previous dolls. Due to the poor reception and sales, the dolls were once again discontinued in 2016.{{Citation needed|date=August 2023}}

On May 20, 2017, MGA Entertainment CEO, [[Isaac Larian]], announced a third relaunch of the brand in Autumn/Fall 2018, in addition to announcing a collaboration with fashion designer Hayden Williams. Since [[Black Friday (shopping)|Black Friday]] of 2018, the new set of Bratz Collector dolls designed by Hayden Williams were officially released and sold exclusively through Amazon online.{{Citation needed|date=August 2023}}

In September 2018, a new line of dolls titled "Bratz Collector" were designed by fashion illustrator Hayden Williams and released exclusively on Amazon online. The brand featured closely resemblance to the original 2001 doll line. In June 2021, for its 20th anniversary, Bratz released near-replicas of the debut dolls from its 2001 launch.

Bratz turned 20 in 2021.<ref name=":1" />

In July 2023, Bratz announced a new partnership with celebrity [[Kylie Jenner]].<ref>{{Cite web |last=Byford |first=Celine |date=25 July 2023 |title=Kylie Jenner 'Bratz collab' concerns fans but unexpected detail is a major bonus |url=https://www.realitytitbit.com/celebrity-news/kylie-jenner-bratz-collab-concerns-fans-but-unexpected-detail-is-a-major-bonus |access-date=August 31, 2023 |website=Reality Titbit}}</ref> On August 1, 2023, Bratz released a limited-time Mini Bratz x Kylie Jenner collection. The collection features a range of Kylie's famous looks with the promise of a "full line" of Kylie dolls released on October 1 as reported by MGA Entertainment manufacturer.<ref name=":0">{{Cite web |last=Palumbo |first=Jacqui |date=2023-08-02 |title=Barbie, who? Kylie Jenner launches herself as a Bratz doll |url=https://www.cnn.com/style/kylie-jenner-bratz-doll-collection/index.html |access-date=2023-08-03 |website=CNN |language=en}}</ref>

To celebrate the [[Mean Girls]] film's 20th anniversary, Paramount collaborated with MGA Entertainment to feature [[Cady Heron|Cady]] and the Plastics as limited-edition Bratz dolls. The collaboration collection released each character on separate dates throughout October 2024, with Cady on the 3rd, Regina on the 17th and Karen and Gretchen on the 31st (Halloween).<ref>{{Cite web |last=Connell |first=Samantha |date=September 25, 2024 |title=This Bratz x Mean Girls Collab Is So Fetch |url=https://thepopinsider.com/bratz-x-mean-girls-collab-news/ |access-date=April 27, 2025 |website=[[The Pop Insider]]}}</ref>

On May 21, 2025, Bratz released an anniversary doll of Jade, "Bratzaversary", as a collector's edition to celebrate its 24th anniversary. It was released on the Bratz website and the next day on the Amazon and Target websites.<ref>{{Cite web |date=May 15, 2025 |title=Bratz Unveils the Ultimate Collector's Dream: The Ultra-Premium Bratzaversary Doll Featuring Fan-Favorite Jade to Celebrate 24 Years of Iconic Bratz Style! |url=https://www.globenewswire.com/news-release/2025/05/15/3082016/0/en/Bratz-Unveils-the-Ultimate-Collector-s-Dream-The-Ultra-Premium-Bratzaversary-Doll-Featuring-Fan-Favorite-Jade-to-Celebrate-24-Years-of-Iconic-Bratz-Style.html |access-date=May 23, 2025 |website=[[Globe Newswire]]}}</ref>

===Controversies===
The parental group Dads and Daughters were upset at the marketing of the Bratz Secret Date collection. The dolls were packaged with a Bratz girl in the right half of the box — either Cloe, Yasmin, Jade, Meygan, or Nevra — and matched with a mystery Boyz doll behind the door on the left. A window showing the doll's feet would provide a clue to which Boyz doll it was, especially important in the quest for a rare Bryce doll, available in only one of every 24 boxes. The group complained that the dolls' marketing was encouraging young girls to sneak out of the house and go on blind dates with strangers.<ref name="Dad&Daug">{{cite web|url=http://www.menstuff.org/archives/bratzboyz.html|title=Are You Okay With Your Six-Year-Old Dating?|website=Men's Stuff|url-status=live|access-date=17 March 2022|archive-url=https://web.archive.org/web/20210609110850/http://www.menstuff.org/archives/bratzboyz.html|archive-date=9 June 2021}}</ref> It also took issue with accessory champagne bottles and glasses, but these were later confirmed to be smoothie bottles.<ref name="Dad&Daug" /> MGA later renamed the collection to Bratz Blind Date.<ref name="Bratz Secret Date">{{cite web|url=https://www.toyboxphilosopher.com/2017/05/sunday-monday-surprise-bratz-secret-date.html|title=Monday Surprise: Bratz Secret Date!|website=Toy Box Philosopher|access-date=17 March 2022}}</ref>

On December 21, 2006, the [[Institute for Global Labour and Human Rights|National Labor Committee]] (now The Institute for Global Labour and Human Rights) announced that the factory workers behind Bratz dolls in China have labored for 94½ hours a week, while the factory paid only $0.515 an hour. The cost of labor per doll was $0.17. The retail price for a single doll ranges between $9.99 to $22.99, depending on the included items and specific retailer.<ref name="TheSweBratz">{{cite news|url=http://www.globallabourrights.org/reports/the-sweatshop-behind-the-bratz |title=The Sweatshop Behind the Bratz|publisher=[[Institute for Global Labour and Human Rights]] (formerly National Labour Committee)|date=21 December 2006|access-date=15 April 2015|archive-url=https://web.archive.org/web/20150415164526/http://www.globallabourrights.org/reports/the-sweatshop-behind-the-bratz|archive-date=15 April 2015}}</ref>

The allegations in the report describe practices found at many Chinese factories producing name-brand products for export. They include required overtime exceeding the legal maximum of 36 hours a month, forcing workers to stay on the job to meet stringent production quotas and the denial of paid sick leave and other benefits.<ref>Activist criticizes China toy factory, ABC News, 22 December 2006</ref> The report shows copies of what it says are "cheat sheets" distributed to workers before auditors from Walmart or other customers arrive to make sure the factory passes inspections intended to ensure the supplier meets labor standards. It said workers at the factory intended to go on strike in January 2007 to protest plans by factory managers to put all employees on temporary contracts, denying them legal protection required for long-term employees.<ref name="TheSweBratz" />

After the announcement, MGA Entertainment CEO, [[Isaac Larian]] sent a statement on December 24, 2006, via email to a dedicated franchise fansite, Bratz World,<ref>{{cite web|title=Bratz World message: Statement by Mr Larian regarding China stories|url=https://groups.yahoo.com/group/BratzWorld/message/72175|date=24 December 2006|access-date=7 July 2009|website=[[Yahoo!]] Groups|quote=Release on 1:39 ([[Pacific Daylight Time|PDT]]).|archive-date=26 May 2020|archive-url=https://web.archive.org/web/20200526173206/https://groups.yahoo.com/neo/groups/BratzWorld/conversations/topics/72175}}</ref> and another two days later to ''[[Playthings (magazine)|Playthings]]'' magazine stating that the information is false and the company is not familiar with the company named in the report and MGA uses "first-rate factories in the Orient" to make its goods, besides Mattel and [[Hasbro]]. Larian said that he never heard about the news or of "the organization who is behind this negative and false campaign immediately prior to the last holiday shopping weekend."<ref>{{cite magazine|url=http://www.playthings.com/article/CA6402684.html|title=MGA refutes Bratz sweatshop story|magazine=[[Playthings Magazine]]|date=26 December 2006|access-date=7 December 2008|archive-url=https://web.archive.org/web/20090417071231/http://www.playthings.com/article/CA6402684.html|archive-date=17 April 2009}}</ref>

In 2007, concerns over the [[body image]] and lifestyle the Bratz dolls allegedly promoted were raised by the [[American Psychological Association]] after it established its Task Force on the Sexualization of Girls. In its published report, it cited concern over the adult-like sexuality the Bratz dolls allegedly portray. Another study found that for young African-American girls, the dolls' racial diversity was a more salient variable during play than their sexualized outfits.<ref>{{cite journal|last=Hains|first=Rebecca|title=An Afternoon of Productive Play with Problematic Dolls The Importance of Foregrounding Children's Voices in Research|journal=Girlhood Studies|date=2012|volume=5|issue=1|pages=121–140|doi=10.3167/ghs.2012.050108|url=https://www.berghahnjournals.com/view/journals/girlhood-studies/5/1/ghs050108.xml |access-date=8 November 2021|via=[[Berghahn Journals]]|url-access=subscription}}</ref> The controversy over alleged oversexualization of Bratz dolls for young girls was alluded to in a 2007 episode of ''[[Boston Legal]]'' titled "Guise n' Dolls."

Bratz were not the only dolls to be criticized in this report,<ref name="Task">{{Cite journal|author=American Psychological Association, Task Force on the Sexualization of Girls being gay| title = Report of the APA Task Force on the Sexualization of Girls|version=1|publisher=[[American Psychological Association]]|year=2007|url=http://www.apa.org/pi/wpo/sexualization.html|access-date=20 February 2007}}{{clarify|reason="url=" does not point to 'Report of the APA Task Force on the Sexualization of Girls'; is {cite journal} the correct template?|date=August 2023}}</ref> which highlighted not only toys but also other products and the wider media.<ref name="Task" /> In the UK, a Bratz spokesman defended the toy line, saying that "it is consumed by 8+-year-olds" and "are aimed at the preteen and teen market", adding that the dolls were considered for "female consumers at ages 10 to 18",<ref name="BratzDT">{{cite news|first=Susan|last=Womack|title=The generation of 'damaged' girls|url=https://www.telegraph.co.uk/news/main.jhtml?xml=/news/2007/02/20/ngirls20.xml|archive-url=https://web.archive.org/web/20070222061306/http://www.telegraph.co.uk/news/main.jhtml?xml=/news/2007/02/20/ngirls20.xml |archive-date=22 February 2007|newspaper=[[The Daily Telegraph]] |date=20 February 2007|access-date=7 December 2008|location=London}}</ref> with the focus on the dolls while on looks was not on "sexualization" and that "friendship was also a key focus" of Bratz dolls.<ref name="BratzDT" />

{{Blockquote|The Bratz brand, which has remained number one in the UK market for 23 consecutive months (i.e. between 2005 and 2007) focuses core values on friendship, hair play and a 'passion for fashion.'|Bratz spokesman|''[[The Daily Telegraph]]''<ref name="BratzDT" />}}

The spokesman quoted Dr. Brian Young of the University of Exeter, saying "parents may feel awkward but I don't think children see the dolls as sexy. They just think they're pretty."<ref name="BratzDT" /> Isaac Larian, in comments given to the BBC, said that the report was a "bunch of garbage" and that the people who wrote it were "acting irresponsibly".<ref name="BratzBBC">{{cite web|url=https://www.bbc.co.uk/worldservice/programmes/worldtoday/news/story/2007/02/070221_child_sexualisation.shtml |title=Are kids exposed to sex too soon?|work=World Today|publisher=[[BBC News]]|date=21 February 2007|access-date=12 September 2014}}</ref>

In line with the launch of the new line of Kylie dolls, Bratz fans questioned the choice of Kylie as their first celebrity collaborator.{{Efn|In 2008, [[Jeanne Beker]] was actually the first celebrity that Bratz designed a doll after.<ref>{{Cite web |last=Fowles |first=Stacey May |date=31 March 2008 |title=Jeanne Beker is a Bratz Doll |url=https://shamelessmag.com/blog/entry/jeanne-beker-is-a-bratz-doll |access-date=21 July 2024 |website=[[Shameless (magazine)|Shameless Magazine]]}}</ref>|group=}} Others did not like the skin tones on the Kylie dolls, implying they were too dark as compared to Kylie's skin tone.<ref name=":0" />

In 2024, to commemorate the 65th anniversary of [[International Women's Day]], a number of celebrities had their likeness turned into Bratz dolls, including [[Chappell Roan]], [[Normani]], [[Miley Cyrus]] and [[Sinéad O'Connor]].<ref>{{cite news|url=https://exclaim.ca/music/article/sinead-o-connor-remembered-by-bratz-with-her-own-doll|title=Sinéad O'Connor Remembered by Bratz with Her Own Doll|last=Brasil|first=Sydney|date=18 March 2024|work=[[Exclaim!]]|accessdate=18 March 2024}}</ref>

===Legal issues===
Since the 2001 launch of Bratz, sales of the Mattel, Inc.-staple [[Barbie]] fashion dolls began to decline. In 2004, sales figures showed that Bratz dolls outsold Barbie dolls in the UK and Australia, although Mattel maintained that in terms of the number of dolls, clothes, and accessories sold, Barbie remained the leading brand.<ref>{{cite web|date=9 September 2004|title=Bratz topple Barbie from top spot|url=https://news.bbc.co.uk/2/hi/business/3640958.stm|website=[[BBC News]]|access-date=7 December 2008}}</ref> In 2005, figures showed that sales of Barbie dolls had fallen by 30% in the United States, and by 18% worldwide, with much of the drop being attributed to the popularity of Bratz.<ref>{{cite news |date=17 February 2005|title=Barbie blues for toy-maker Mattel|url=https://news.bbc.co.uk/1/hi/business/4350846.stm |work=[[BBC News]]|access-date=7 December 2008}}</ref>

In April 2005, MGA Entertainment filed a lawsuit against Mattel, claiming that the "[[My Scene]]" line of Barbie dolls had copied the doe-eyed look of Bratz dolls.<ref>{{cite news|date=19 April 2005|title=Bratz doll maker files lawsuit against Mattel|url=http://promomagazine.com/news/mgaent_mattel_041905|publisher=Promo Magazine|access-date=7 December 2008|archive-url=https://web.archive.org/web/20081207020118/http://promomagazine.com/news/mgaent_mattel_041905/|archive-date=7 December 2008}}</ref> It added the word "only" to the toy line's slogan "The only girls with a passion for fashion" by attempting to isolate their dolls from Mattel's as many casual consumers confused the difference of two brands.

On December 10, 2006, Mattel sued MGA Entertainment for $500 million, alleging that the brand's creator, Carter Bryant, was working for Mattel when he developed its original idea/concept.<ref>{{cite news|first=Jacqui |last=Goddard|date=10 December 2006|title=Barbie takes on the Bratz for $500m|url=https://www.telegraph.co.uk/news/main.jhtml?xml=/news/2006/12/10/wdoll10.xml|archive-url=https://web.archive.org/web/20070518113517/http://www.telegraph.co.uk/news/main.jhtml?xml=/news/2006/12/10/wdoll10.xml|archive-date=18 May 2007|newspaper=[[The Daily Telegraph]]|access-date=7 December 2008|location=London}}</ref> On July 17, 2008, a federal jury ruled that Bryant had created the Bratz concept while he was working for Mattel, despite MGA's claim that Bryant had never been employed by Mattel at the time and Bryant's assertion that he had designed the Bratz concepts between two separate periods of employment at Mattel. The jury also ruled that MGA and its CEO Isaac Larian were liable for converting Mattel property for its own use and intentionally interfering with the contractual duties owed by Bryant to Mattel.<ref>{{cite news|url=https://www.nytimes.com/2008/07/18/business/18toy.html?_r=1&ref=business&oref=slogin|title=Jury rules for Mattel in Bratz doll case|newspaper=[[The New York Times]]|agency=[[Reuters]]|date=18 July 2008|access-date=7 December 2008}}</ref> On August 26, the jury decided that Mattel was to be paid just $100 million in damages, citing that only the first generation of Bratz had infringed on Mattel property and that MGA had innovated and evolved the product significantly enough that subsequent generations of Bratz could not be conclusively found to be infringing.

On December 3, 2008, U.S. District Judge [[Stephen G. Larson]] granted a permanent injunction requested by Mattel against MGA.<ref>{{cite web|title=Barbie beats back Bratz|url=https://money.cnn.com/2008/12/04/news/companies/bratz_dolls.ap/index.htm?postversion=2008120406|website=[[CNN Business|CNN Money]]|date=4 December 2008|access-date=7 December 2008|archive-url=https://web.archive.org/web/20081207083628/https://money.cnn.com/2008/12/04/news/companies/bratz_dolls.ap/index.htm?postversion=2008120406|archive-date=7 December 2008}}</ref> Subsequently, on December 10, 2009, the U.S. Court of Appeals for the Ninth Circuit granted MGA an immediate stay of the injunction, thereby halting the impending recall of all Bratz products, ensuring that retailers would be allowed to continue to sell the Bratz products through at least the Court's final ruling on the matter. In its initial statement, the Court suggested Larson's previous ruling was "draconian" and had gone too far in awarding ownership of the entire Bratz franchise to Mattel. The Court of Appeals also ordered MGA and Mattel to resolve their dispute out of court.<ref>{{cite news |date=10 December 2009|title=Bratz dolls to remain on shelves in Mattel-MGA battle|url=https://news.bbc.co.uk/2/hi/business/8405451.stm |work=[[BBC News]]|access-date=23 January 2013}}</ref> Isaac Larian and MGA Entertainment issued a statement that "the Court's stay is good news for all Bratz fans and for anyone who cares about fair competition."<ref>{{cite news|title=Statement by MGA Entertainment: Appellate Court Orders Immediate Stay of Bratz Recall – Bratz Products Will Remain on Store Shelves|url=http://www.businesswire.com/portal/site/home/permalink/?ndmViewId=news_view&newsId=20091209006275&newsLang=en|work=MGA Entertainment|publisher=[[Business Wire]]|date=9 December 2009|access-date=23 September 2014}}</ref>

On July 22, 2010, the Ninth Circuit Court of Appeals declared that ownership of the Bratz franchise belonged to MGA Entertainment. The Court Of Appeals rejected the District Court's original ruling for Mattel, where MGA Entertainment was ordered to forfeit the entire Bratz brand — including all registered copyrights and trademarks of the Bratz name — to Mattel. The panel from the Court of Appeals said Judge Larson had abused his discretion with his ruling for Mattel, concluding that Bryant's employment agreement could have, but did not necessarily, cover ideas as it did designs, processes, computer programs, and formulae, which are all more concrete.<ref>{{cite news|date=22 July 2010|url=http://www.publicbroadcasting.net/wxxi/news.newsmain/article/0/0/1678979/US/Court.throws.out.Mattel.win.over.Bratz.doll|title=Court throws out Mattel win over Bratz doll|agency=Reuters|access-date=22 July 2010|archive-url=https://web.archive.org/web/20110724024113/http://www.publicbroadcasting.net/wxxi/news.newsmain/article/0/0/1678979/US/Court.throws.out.Mattel.win.over.Bratz.doll|archive-date=24 July 2011}}</ref><ref>{{cite web |date=22 July 2010|url=http://www.ca9.uscourts.gov/datastore/opinions/2010/07/22/09-55673.pdf|title=Mattel Inc. v. MGA Entertainment, Inc. no. 09-55763 (9th Cir. Jul 22 2010)|archive-url=https://web.archive.org/web/20100731162937/http://www.ca9.uscourts.gov/datastore/opinions/2010/07/22/09-55673.pdf|website=[[U.S. Court of Appeals for the Ninth Circuit]]|archive-date=31 July 2010}}</ref>

In addition to the litigation for ownership and control of Bratz on October 20, 2009, artist Bernard "Butch" Belair filed a new design infringement lawsuit against both Mattel and MGA in Manhattan federal court, seeking unspecified damages. Belair claimed that his copyright designs of young women with "large heads, oval eyes, small bodies and large feet," which he had created for shoe designer house [[Steve Madden]], were "pilfered" when Carter Bryant, during his 2008 court testimony, testified that he had been inspired by Steve Madden shoe ads which he saw in ''Seventeen'' magazine. Belair says neither MGA nor Mattel "sought or obtained permission ... to copy, reproduce, create derivative works from or distribute" his "copyrighted" work.<ref>{{cite news|title=Big-$$ doll duel over bratz pack|url=http://www.nypost.com/p/news/national/item_pMBPCRVpOwCdduopa7uvLL|newspaper=[[New York Post]]|date=21 October 2009|first=Bruce|last=Golding|access-date=12 July 2015}}</ref> In 2011, MGA prevailed over Belair, with the summary judgment stating that, "Belair cannot monopolize the abstract concept of an absurdly large-headed, long limbed, attractive, fashionable woman."<ref>{{cite web|title=MGA Entertainment Wins Another Bratz Case|url=http://labusinessjournal.com/news/2011/nov/17/mga-entertainment-wins-another-bratz-case/|website=[[Los Angeles Business Journal]]|date=17 November 2011|access-date=13 August 2015}}</ref>

Mattel and MGA returned to court in January 2011 to renew its battle over who owns Bratz, which this time includes accusations from both companies that the other side stole trade secrets.<ref>{{cite web|date=18 January 2011|url=http://www.latimes.com/business/la-fi-0119-bratz-trial-20110118,0,28631.story|website=[[Los Angeles Times]]|first=Andrea|last=Chang|title=Mattel, MGA renew fight over Bratz dolls in court|access-date=2 November 2014}}</ref> In April 2011, a federal jury returned a verdict supporting MGA,<ref>{{cite web|url=http://www.scpr.org/news/2011/04/21/federal-jury-says-mga-not-mattel-owns-bratz-copyri/|title=Federal jury says MGA, not Mattel, owns Bratz copyright|access-date=22 April 2011|publisher=[[KPCC (radio station)|Southern California Public Radio]]}}</ref> with Mattel in August that year ordered by the same court to pay MGA $310 million for attorney fees, stealing trade secrets and false claims rather than the $88.5 million issued in April.<ref name="MGAFinalWin">{{cite web|last=Chang|first=Andrea|title=Mattel must pay MGA $310 million in Bratz case|url=https://www.latimes.com/business/la-xpm-2011-aug-05-la-fi-mattel-bratz-20110805-story.html|access-date=5 August 2011|website=[[Los Angeles Times]]|date=5 August 2011}}</ref>

In July 2012, MGA Entertainment sued pop singer [[Lady Gaga]] for $10 million for causing, according to the BBC, "deliberate delays to the release of a doll based on her image."<ref>{{cite web|url=https://www.bbc.co.uk/news/entertainment-arts-18988624|title=Lady Gaga in $10m legal dispute with Bratz doll maker|website=[[BBC News]]|date=25 July 2012|access-date=3 June 2018}}</ref>

The Ninth Circuit Court of Appeals vacated without prejudice the $170 million judgment from 2008 against Mattel on procedural grounds in January 2013. In 2014, MGA filed a complaint in a California state court, seeking in excess of $1 billion.<ref>{{cite news|last=Kell|first=John|date=13 January 2014|title=Bratz Doll Maker MGA Entertainment Sues Mattel|newspaper=[[Wall Street Journal]]|url=https://www.wsj.com/news/articles/SB10001424052702303595404579318680190603384 |access-date=12 April 2014}}</ref><ref>{{cite news |last=Kim|first=Susanna|title=Barbie Plays Dirty, Bratz's Dirty Tricks Suit Claims|url=http://abcnews.go.com/Business/barbie-plays-dirty-bratz-dirty-tricks-suit-claims/story?id=21541339|archive-url=https://web.archive.org/web/20140827122112/http://abcnews.go.com/Business/barbie-plays-dirty-bratz-dirty-tricks-suit-claims/story?id=21541339|archive-date=27 August 2014|work=[[ABC News (United States)|ABC News]]|access-date=6 July 2018}}</ref>

==Media franchising==
{{more citations needed section|date=July 2021}}
{{Further|List of Bratz home video releases}}

===Films===
There have been a number of animated Bratz direct-to-video films, all of which initially were distributed by [[20th Century Fox Home Entertainment]] and were later re-released through [[Lionsgate Films|Lionsgate]]. ''Bratz Babyz Save Christmas'', initially released in 2008, was re-released by Lionsgate in 2013 as ''Bratz Babyz Save Christmas: The Movie''. [[Bratz (film)|The live-action adaption]] of the franchise involving the four main characters exploring high school troubles and cliques was met with overwhelmingly negative reviews from critics including at [[Rotten Tomatoes]] with emphasis "full of mixed messages and dubious role-models", adding that "''Bratz'' is too shallow even for its intended audience."<ref>{{Rotten Tomatoes|qid=Q1753966|title=Bratz: The Movie}}</ref>

In 2025, [[Amazon MGM Studios]] won bidding rights to produce a new live-action movie, with [[Picturestart]] and [[Kim Kardashian]] to produce.<ref>{{cite web |url= https://deadline.com/2025/06/kim-kardashian-bratz-movie-amazon-mgm-studios-1236441886/|title= Kim Kardashian Eyed To Star In 'Bratz' Movie At Amazon MGM Studios; MGA Entertainment And Picturestart Producing|date= June 25, 2025|access-date= June 25, 2025|first= Justin|last= Kroll|work= Deadline Hollywood}}</ref>

;Traditional animation
* ''[[Bratz: Starrin' & Stylin']]'' (August 3, 2004)
* ''[[Bratz Babyz: The Movie]]'' (September 12, 2006)

;Computer animation
* ''Bratz: Rock Angelz'' (October 4, 2005)
* ''Bratz: Genie Magic'' (April 11, 2006)
* ''Bratz: Passion 4 Fashion Diamondz''{{Efn|This film is also known as ''Bratz: Forever Diamondz''.}} (September 26, 2006)
* ''Bratz: Fashion Pixiez'' (February 27, 2007)
* ''Bratz Kidz: Sleep-Over Adventure'' (July 31, 2007)
* ''Bratz: Super Babyz'' (October 9, 2007)
* ''Bratz Kidz: Fairy Tales'' (February 26, 2008)
* ''Bratz: Girlz Really Rock'' (September 22, 2008)
* ''Bratz Babyz Save Christmas'' (November 5, 2008)
* ''Bratz: Pampered Petz'' (October 5, 2010)
* ''Bratz: Desert Jewelz ''(January 10, 2012)
* ''Bratz: Go to Paris the Movie'' (October 8, 2013){{Efn|This film is a compilation of the ''[[Bratz (TV Series)|Bratz]]'' episodes "Bratz in Playland", "Bratz in Franceland", and "Bratz in Toyland", which originally aired in 2006.}}[[File:Robin Wong Photography Bratz 029.jpg|thumb|The cast of the 2007 film Bratz, at MuchMusic for a MuchOnDemand episode.]]
;Live-action
* ''[[Bratz (film)|Bratz]]'' (August 3, 2007)

===Television and web series===

====Bratz TV series====
{{Main|Bratz (TV series)}}
A computer-animated [[bratz (TV series)|TV series adaptation]] was produced by [[Splash Entertainment|Mike Young Productions]] (now Splash Entertainment) and premiered in the United States on [[4Kids TV]]. Voices included [[Tia Mowry]].

====Bratz: BFF (Best Friends Forever)====
In August 2007, an 88-minute, computer-animated, audiovisual production titled ''Bratz: BFF (Best Friends Forever)'' was released on the DVD rental website portal of Netflix.<ref>{{cite web|url=https://dvd.netflix.com/Movie/Bratz-BFF-Best-Friends-Forever/70179945|title=Bratz: BFF: Best Friends Forever for Rent on DVD|archive-url=https://web.archive.org/web/20150312115516/https://dvd.netflix.com/Movie/Bratz-BFF-Best-Friends-Forever/70179945|archive-date=12 March 2015|access-date=22 May 2022|website=[[netflix|Netflix DVD Services]]}}</ref>

====Bratz Design Academy====
From October 2008, [[Nickelodeon]] aired a reality show titled ''Bratz Design Academy'', in which young girls aged 9 to 14 compete in fashion challenges similar to ''[[Project Runway]]'', with the winner designing clothing for a British line of Bratz dolls.<ref>{{cite web|title=Bratz plots kids' fashion TV show|url=http://www.brandrepublic.com/Marketing/News/830222/Bratz-plots-kids-fashion-TV-show/|date=8 July 2008|access-date=7 December 2008|website=[[Brand Republic]]|archive-url=https://web.archive.org/web/20080807231804/http://www.brandrepublic.com/Marketing/News/830222/Bratz-plots-kids-fashion-TV-show/|archive-date=7 August 2008}}</ref>

====Bratz Rock====
On October 10, 2010, MGA premiered the first episode of an 11-episode web series, titled ''Bratz Rock'', revolving around the main characters as they enter a music competition held by fictional music star Whisper, and as they get closer to finishing their song for the contest, they also uncover Whisper's true identity.<ref>{{cite press release|url=http://www.prnewswire.com/news-releases/world-premiere-of-all-new-bratz-web-series-debuts-exclusively-on-youtube-homepage-on-10-10-10-104336178.html|title=World Premiere of All-New Bratz® Web Series Debuts Exclusively on YouTube Homepage|work=Bratz|publisher=MGA Entertainment|via=[[PR Newswire]]|date=5 October 2010|access-date=26 March 2012}}</ref><ref>{{cite press release|work=Bratz|publisher=MGA Entertainment|url=http://mgae.com/downloads/pressreleases/Youtube10%20release.pdf|title=World Premiere of All-New Bratz® Web Series Debuts Exclusively on YouTube Homepage on 10-10-10|date=5 October 2010|access-date=10 July 2012|archive-date=26 May 2020|archive-url=https://web.archive.org/web/20200526172606/https://www.mgae.com//}}</ref> On October 14, 2010, the series was announced as postponed, but the remaining episodes were not released.

====Bratz (web series)====
{{Main|Bratz (web series)}}
In August 2015, a stop-motion web series premiered on YouTube. MGA confirmed there would be 10 episodes for the first season, which would turn out to be the only season. All 10 episodes were compiled into a 25-minute video titled ''Bratz: Friends Forever'' on Netflix.<ref>{{Cite tweet|title="Our stop-motion animated #BRATZ series is now streaming on #NETFLIX! Look for "Bratz: Friends Forever" https://t.co/RLUtZxVRP9"|author=[[Stoopid Buddy Stoodios|Stoopid Buddy]]|user=StoopidBuddy|date=15 April 2016|number=721034364969050116|language=EN-US|access-date=14 August 2021}}</ref> The web series was seen on American TV on [[Kabillion]].

====Talking Bratz (web series)====

In May 2021, Bratz announced via [[Twitter]] that a web series titled "Talking Bratz" would air exclusively on its TikTok.<ref>{{Cite tweet|title="Hey Bratz Pack— Pretty Princess here! Me and the girls have been working on a super rockin' senior project that we can't wait to share with you! Can you guess what it is?! 📹📺 Keep your eyes on our Tik Tok this week ( @bratz ) to find out!! 👄 #bratz https://t.co/vq9ucXe70b"|author=Bratz|user=bratz|date=28 June 2021|number=1409581110720274443|language=EN-US|access-date=14 August 2021}}</ref> In a similar CGI-style animation to [[Bratz (TV series)|the original TV series]] which aired between 2005 and 2008, the series consisted of several Bratz characters being interviewed in a talk-show like studio. The series saw the return of two of the TV series' cast in [[Olivia Hack]] (Cloe) and [[Ogie Banks]] (Dylan).

==== Alwayz Bratz (web series) ====
On August 31, 2023, Bratz announced on its TikTok that it is going to weekly air a two-minute miniseries on there titled "Alwayz Bratz". It started on September 15, 2023.<ref>{{Cite web |last=Bratz |date=31 August 2023 |title=Surprise! 😘 Join the Bratz Pack in the all-new TikTok exclusive animated miniseries *Alwayz Bratz* premiering September 15! Make sure to follow us so you don't miss out on Cloe, Yasmin, Sasha, and Jade's latest scorchin' adventure 💜 The two-minute episodes will release weekly! |url=https://www.tiktok.com/@bratz/video/7273621932631723294?lang=en |access-date=1 September 2023 |website=[[TikTok]]}}</ref> and ended on December 9, 2023 with 13 episodes. In a CGI-style animation different from Talking Bratz, the series focuses on the main characters, who are young adults in their 20s, pursuing a TV pitch to get their show on streaming services. Meanwhile, Cloe is persuading her friends to start dating and set two of them up on a dating app without their consent. In an Instagram post on January 30, 2025, Bratz announced a second season of their continuous Alwayz Bratz miniseries since 2023, and the season premiered on February 7, 2025.

=== Digital Dolls ===
In January 2024, MGA Entertainment partnered with Flickplay in a five-year deal to create digital Bratz dolls. The digital dolls will be used on Flickplay, on other platforms, and in internet games.<ref>{{Cite web |last=Bloom |first=David |date=9 January 2024 |title=Bratz Goes Digital With A 5-Year Deal Inspired By TikTok Miniseries |url=https://www.forbes.com/sites/dbloom/2024/01/09/bratz-dolls-go-digital-collectable-interactive-in-mga-flickplay-deal/?sh=66299e5371ed |access-date=5 February 2024 |website=Forbes}}</ref>

==Discography==
{{Main|Bratz discography}}
* ''[[Bratz: Rock Angelz Soundtrack]]'' (2005)
* ''Bratz: Genie Magic Soundtrack'' (2006)
* ''Bratz: Forever Diamondz Soundtrack'' (2006)
* ''Bratz: The Motion Picture Soundtrack'' (2007)
* ''Bratz: Fashion Pixiez Soundtrack'' (2007)
* ''Bratz: Girlz Really Rock Soundtrack'' (2008)

== Games ==

=== Video games ===
{{more citations needed section|date=May 2016}}
* ''[[Bratz (video game)|Bratz]]'' (2002)
* ''Bratz World: The Jet Set'' (2005)
* ''[[Bratz: Rock Angelz (video game)|Bratz: Rock Angelz]]'' (2005)
* ''Lil' Bratz: Friends, Fashion and Fun'' (2006)
* ''Bratz: Forever Diamondz'' (2006)
* ''Bratz Babyz'' (2006)
* ''Bratz Fashion Pixiez: The Secret Necklace'' (2007)
* ''Bratz: Ponyz'' (2007) 
* ''Bratz: The Movie'' (2007) 
* ''[[Bratz (film)#Video game|Bratz: 4 Real]]'' (2007)
* ''[[Bratz: Super Babyz]]'' (2008)
* ''Bratz: Ponyz 2'' (2008)
* ''Bratz: Girlz Really Rock'' (2008)
* ''Bratz Kidz: Slumber Party'' (2008)<ref>{{Cite web|url=https://www.nintendo.com/games/detail/PTWfdkZtXuUymehp4AYbEoe6oXo2jplc|title=Bratz Kidz: Slumber Party|website=[[Nintendo]]|access-date=5 February 2019|archive-date=7 February 2019|archive-url=https://web.archive.org/web/20190207015810/https://www.nintendo.com/games/detail/PTWfdkZtXuUymehp4AYbEoe6oXo2jplc}}</ref><ref>{{Cite web|url=https://www.ign.com/games/bratz-kidz|title=Bratz Kidz|website=[[IGN]]}}</ref><ref>{{Cite web|url=https://www.nintendo.com/games/detail/bhAgi57c_CHdOT24YCDcHj0aln9gVbey|title=Bratz Kidz: Slumber Party|website=[[Nintendo]]|access-date=5 February 2019|archive-date=7 February 2019|archive-url=https://web.archive.org/web/20190207015411/https://www.nintendo.com/games/detail/bhAgi57c_CHdOT24YCDcHj0aln9gVbey}}</ref>
* ''Bratz: Fashion Boutique'' (2012)
* ''Bratz: Flaunt Your Fashion'' (2022)<ref>{{Cite web |title=Bratz: Flaunt your fashion |url=https://outrightgames.com/us/games/bratz-flaunt-your-fashion/ |access-date=19 August 2022 |website=[[Outright Games]]}}</ref>
* ''Bratz: Rhythm & Style'' (2025)<ref>{{Cite web |title=Bratz Rhythm & Style |url=https://outrightgames.com/games/bratz-rhythm-and-style/ |access-date=May 27, 2025 |website=[[Outright Games]]}}</ref>

===DVD games===
* ''Bratz: Passion 4 Fashion'' (2006)
* ''Livin' It Up with the Bratz'' (2006)
* ''Bratz Babyz: Dare-a-oke'' (2006)
* ''Bratz: Glitz 'n' Glamour'' (2007)
* ''Lil' Bratz: Party Time!'' (2008)

=== Apps ===
* ''Bratz'' (2010)<ref>{{Cite web |title=Bratz |url=https://apptopia.com/ios/app/396904288/about |access-date=May 27, 2025 |website=Apptopia}}</ref>
* ''Bratz: Style Starz Auto-Tune'' (2012)<ref>{{Cite web |title=Bratz Style Starz Auto-Tune|url=https://apptopia.com/ios/app/560604444/about |access-date=May 27, 2025 |website=Apptopia}}</ref>
* ''Bratz Cam'' (2013)<ref>{{Cite web |title=Bratz Style Starz Auto-Tune|url=https://apptopia.com/ios/app/661877090/about |access-date=May 27, 2025 |website=Apptopia}}</ref>
* ''Bratz: Action Heroez'' (2013)<ref>{{cite web |title=Bratz Action Heroez AR Game Tutorial |url=https://www.youtube.com/watch?v=N8H28w42yoM |website=youtube.com |publisher=Bratz |language=en |format=video |date=October 11, 2013}}</ref>
* ''Bratz: Fashion Match'' (2013)<ref>{{Cite web |title=Bratz Fashion Match |url=https://www.amazon.com/FairPlay-Media-Bratz-Fashion-Match/dp/B00GYUPGU4 |access-date=May 27, 2025 |website=[[Amazon (company)|Amazon]]}}</ref>
* ''Bratz Emoji'' (2015)<ref>{{Cite web |title=Bratz Emoji |url=https://apptopia.com/ios/app/1017646858/about |access-date=May 27, 2025 |website=Apptopia}}</ref>
* ''The Bratz App'' (2015)<ref>{{Cite web |title=Bratz: The Bratz App |url=https://apptopia.com/ios/app/1020614614/about |access-date=May 27, 2025 |website=Apptopia}}</ref>
* ''Bratz: Total Fashion Makeover'' (2021)<ref>{{Cite web|date=17 December 2020|url=https://www.animocabrands.com/develop-bratz-nfts-and-games|title=Animoca Brands Partners with MGA Entertainment to Develop Bratz Games and NFT|website=[[Animoca Brands]]|access-date=17 January 2022}}</ref>

== Notes ==
{{Notelist}}

==References==
{{Reflist}}

==External links==
* {{Official website}}

{{Portal bar|Toys|2000s}}
{{MGA Entertainment}}
{{Bratz}}
{{Dolls}}
{{Authority control}}

[[Category:Bratz| ]]
[[Category:Products introduced in 2001]]
[[Category:Fashion dolls]]
[[Category:MGA Entertainment brands]]
[[Category:2000s toys]]
[[Category:2010s toys]]
[[Category:2001 establishments in the United States]]
[[Category:2000s fads and trends]]
[[Category:Toy controversies]]