Bratz is a popular children's doll franchise produced by MGA Entertainment. The 254mm (10 inch) dolls are characterized by large heads with wide eyes, full lips, very small noses, short torsos, and shoes that can be snapped on and off. The popularity of the four primary dolls - Cloe, Yasmin, Sasha and Jade - eventually encouraged development of additional friends, spin offs, feature films, games, music albums, and a successful television series.

History

Bratz was created by toy designer Carter Bryant. In 2000, he met with Isaac Larian the CEO of Micro-Games America Entertainment (MGA Entertainment). There, Mr. Bryant presented his pictures to Mr. Larian, who found that the concept sketches enthralled his daughter, Jasmin, who was visiting the office at the time.

In June 1, 2001, the first four Bratz dolls, Yasmin, Cloe, Jade, and Sasha were released to market, each attired in urban-styled fashions. The Bratz quickly gained strong popularity, becoming the number one doll brand in several countries like France, Spain, Israel and Italy, and the number two doll in the United Kingdom. The dolls won Family Fun's Toy of the Year award and TIA People's Choice Toy of the Year Award for 2001.

2004

In 2004, the rights to distribute Bratz in the United Kingdom were acquired by Vivid Imaginations. This licensing arrangement continued until 2008, when MGA set up its own office in the UK. In January, Lil Bratz took over the number one spot of mini-dolls from Polly Pocket in the United Kingdom. In August 2004, a straight to video animated movie, Bratz Starrin & Stylin', was released. In fall 2004, Bratz dolls outsold their rival, Barbie, and became number one in the United Kingdom.

2005

In 2005, the Bratz' fashion style moved away from urban themes and towards more everyday styles. This was the year the Play Sportz line debuted, in which each Bratz girl was dressed for a different sporting activity, with coordinating accessories. Other collections included I-Candyz, Live In Concert/ Space Angelz Pop Stars , Treasures!, DynaMite Rock It! (boys only), Step Out! (celebrating the Bratz 5th anniversary), Step Off!, Birthday Bash (80s inspired), Campfire (warm winter camping gear and furry boots), Midnight Dance (a goth-esque collection with capes and detailed masks), Hollywood Style (Phoebe, Cloe, Yasmin, and Dana dressed for a Hollywood premiere in repeat Bratz formal fashions), Wild Wild West, and Rock Angelz (70s rocker style), which was the Bratz flagship collection for that year.

Cloe, Sasha, Jade, Yasmin, Roxxi, Meygan, Eitan as the Rock Angelz, were dressed in 70s inspired rock attire. Each girl except Meygan, their #1 fan club president, and Eitan, their roadie who came with Yasmin in a 2 doll package, had a guitar and a mini CD single including 2 songs. Many tie-in products were also released, including boom boxes, CD towers, guitars, fashion accessories, the CD, the single "So Good", the UK bestselling, and 2005's #1 girl-targeted video game published by THQ and the DVD, which showcased the Bratz in a computer-animated adventure as they started up their own fashion magazine.