April 6, 2018
After several years on hiatus, the brand is now back in stores with a reinvented line of dolls designed for a new generation of girls and featuring "ample activities and avenues for girls to create their own worlds, discover and express their true selves."
Bratz products are now available at Target, Walmart and Toys 'R' Us, each of which have an exclusive assortment of products, as well as Kmart, Amazon and other major U.S. retailers.
Featuring the four core Bratz dolls–Cloe, Yasmin, Jade and Sasha–as well as a new friend, Raya, the line features fashions based on pop culture trends. In addition to the dolls, the brand re-launch also includes a slate content, an app, a Bratz emoji pack and play sets. Among the companies MGAE has collaborated with to support the global reintroduction of the brand are Stoopid Buddy Stoodios to create stop-motion entertainmentcontent; Droga 5 for a mobile app that will debut soon for iOS and Android devices; and teen pop star Skylar Stecker for the original song "Bratz What's Up" (available on iTunes today).
The new Bratz lines includes:
- Bratz Hello My Name Is doll range, which reintroduces the core Bratz friends, each with an outfit that showcases their individual personalities and accessories based on each characters interest and hobbies.
- Bratz #SelfieSnaps doll line, which incorporates each Bratz' selfie styles and emoji icons and features tech-inspired doll accessories such as smartphones and phone cases.
- Bratz Fierce Fitness doll line, which showcases the Bratz' healthy hobbies with fitness-inspired fashions and accessories.
- Bratz Study Abroad doll line, which explores countries around the world will doll fashions that incorporate different cultures traditional fashions.
- The winter-themed Bratz #SnowKissed doll line.
- Bratz Create-It-Yourself fashion set, which gives consumers the creative freedom to design their own Bratz fashions with a rotating platform and mannequin to decorate an outfit for their Bratz doll.
"Bratz have always led the industry in providing a diverse collection of dolls that offer girls a way to play as creatively as possible," says Isaac Larian, chief executive officer, MGA Entertainment. "What makes the new Bratz collection so unique is that we've also included immersive ways for girls to create their own worlds physically and digitally. Bratz is back to arm girls with the confidence to know that it's good to be yourself, and it's good to be a Bratz."
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