Bratz

Bratz is a line of American fashion dolls manufactured by MGA Entertainment. The first four dolls were released in 2001.

First Steps

Toy designer Carter Bryant was responsible for the development of the Bratz toy line. In 2000, he met Isaac Larian, CEO of Micro-Games America Entertainment (MGA Entertainment). There, Bryant presented him with the photos of him and Larian found them horrendous. However, he found that the sketches captivated his daughter, Jasmin, who was visiting the office at the time.

Products and history

In June 2001, Bratz dolls featuring four streetwear characters, named Yasmin, Chloe, Sasha and Jade, were released. They gained great popularity, becoming number one in many countries, such as France, Spain and Italy, Japan and number two in the United Kingdom. The dolls won the Family Fun Toy of the Year Award and the Popular Choice Toy of the Year Award from the Toy Industry Association, Inc. (TIA). of the Toy).

Although the Bratz dolls fared poorly at their debut on May 21, 2001, mainly due to Barbie's fame, their popularity increased the following Christmas. In its first five years, 125 million products were sold worldwide and in 2005, global sales of Bratz and Bratz products reached two billion dollars. In 2006, a toy industry analyst indicated that Bratz had captured around forty percent of the fashion doll market, compared to Barbie's sixty percent. The competition between Barbie and Bratz was growing.

In 2002, the Bratz was the UK's Toy of the Year, becoming a serious competitor to long-time number one fashion doll Barbie, and has since been a worldwide phenomenon.

In 2003, she would again win a Toy Industry Association award, this time for best female toy of the year, for "Bratz Super Stylin'". Runway Disco».

After Mattel's lawsuit in which MGA emerged victorious in 2010, it scheduled the return of the dolls for that same year, but the results were not as expected, the popularity of the dolls had declined, partly due to the stoppage during the years that the trial against Barbie lasted, but also because the new style and design of the dolls did not please the fans. They had lost everything that characterized them, which provoked protests from the fans, which reached the managers of MGA.

MGA Entertainment felt it had rushed Bratz's return in the fall of 2010 to celebrate the brand's 10th anniversary, and the company wanted to give Bratz the comeback she truly deserved.

The Bratz returned in July 2015 with the introduction of Raya, a new character (despite sharing the same name with a previous character), to accompany the original main four. The Bratz logo was also reverted to the original, and a new catchphrase was adopted.

Bratz was discontinued again in 2016 after a poorly executed rebrand and poor sales, with also disgruntled fans and falling popularity

Isaac Larian announced on May 20, 2017 that Bratz would be returning in fall 2018, as well as announcing a collaboration with fashion designer Hayden Williams. On Black Friday 2018, the new set of Bratz collection dolls designed by Hayden Williams was officially launched

In the fall of 2012, the Bratzillaz were released as a spin-off line, representing the 'witchy cousins' of the Bratzillaz. of the Bratz.

Relevance

The Bratz were a milestone in the history of the toy store. In the first place for standing up to Barbie, the doll whose reign seemed unquestionable. Secondly, for having created a new doll concept that created a school and has had many followers. Until 2001, the dolls sold a classic, timeless, sweet image, typical of princesses. This trend was broken by the Bratz. The modern, urban, adolescent and cheeky image of these dolls created a turning point.

Mattel-MGA trial

The range of Bratz dolls had affected sales of Barbie, Mattel's leading fashion doll. In 2004, sales figures showed that Bratz dolls outsold Barbie dolls in the UK, although Mattel maintained that in terms of the number of dolls, clothing and accessories sold, Barbie was still the leading brand. In 2005, figures showed that Barbie doll sales had fallen 30% in the United States and 18% worldwide, with much of the drop being attributed to the popularity of Bratz dolls.

Mattel sued MGA Entertainment for $500 million, alleging that Bratz creator Carter Bryant was working for Mattel when he developed the idea for Bratz. On July 17, 2008, a federal jury ruled that Bryant had created the Bratz while working for Mattel, despite MGA's claim that Bryant had not been employed by Mattel at the time and Bryant's claim that he had designed the Bratz between two separate stints of employment at Mattel. The jury also found that MGA and its CEO Isaac Larian were responsible for converting Mattel property for their own use and intentionally interfering with contractual obligations Bryant owed Mattel. On August 26, the jury decided that Mattel would be paid just $100 million in damages, citing that only the first generation of Bratz had infringed on Mattel's property and that MGA had innovated and evolved the product so significantly that generations Later Bratz movies couldn't do it. it is conclusively determined to be infringing.

On December 3, 2008, US District Judge Stephen G. Larson granted a permanent injunction requested by Mattel against MGA. Subsequently, on December 10, 2009, the US Court of Appeals for the Ninth Circuit granted MGA an immediate stay of the injunction, thus halting the impending recall of all Bratz products, ensuring that retailers could continue to sell MGA-produced Bratz product through at least the Court's final ruling on the matter. In its opening statement, the Court suggested that Larson's earlier ruling was "draconian" and he had gone too far by giving ownership of the entire Bratz franchise to Mattel. The Court of Appeals also ordered MGA and Mattel to settle their dispute out of court.

On July 22, 2010, the Ninth Circuit Court of Appeals declared ownership of the Bratz franchise to belong to MGA Entertainment. The Court of Appeals rejected the original District Court ruling for Mattel, ordering MGA Entertainment to relinquish the entire Bratz brand, including all registered copyrights and trademarks to the Bratz name, in favor of Mattel. The Appeals Court panel said Judge Larson had abused his discretion with his ruling in favor of Mattel, concluding that Bryant's employment contract could have covered, but did not necessarily cover ideas such as designs, processes, computer programs and formulas, which are all the more concrete.

Characters

The main bratz are Cloe (Caucasian ethnicity), Yasmin (Latina), Jade (Oriental), Sasha (Afro-descendant). Not all of them have appeared in all collections, but they have in most. They have also been the four, protagonists of the movies, the series and video games. To reply to the females, four Bratz Boyz appeared. These are Cameron (Caucasian), Dylan (Black or mulatto), Eitan (Oriental), and Koby (Caucasian).). Countless new characters have been added to this basic list of bratz.

• Cloe: known for his nickname "Angel", is the most scandalous of the girls as it can make a mountain of a grain of sand. She is still an amazing, intelligent and applied girl who is very good at both studies and sports. She's been in love with Cameron for a long time, but she doesn't dare tell him anything.
• Yasmin: responds to the nickname of "Beautiful Princess", is the most timid of the four, loves everything that has to do with nature, the fantastic and the spiritual, so it is usual to see her do yoga when not her friends. The song is another of his great passions.
• Jade: also called "Gatita", is the most stylish girl in the group; she is able to make the best outfits and give the best fashion tips. She's a cat lover. He loves everything different and does not fear to do dangerous things, like jumping in parachute.
• Sasha: or as her friends call her "Count", she's the best dancer you can play with and she's not afraid to say what she thinks, sometimes she's a little bossy but her friends always get off that cloud, she loves hip-hop and knows she's destined for success.

Evolution 2010 to the present

In early 2010, Bratz went on a brief hiatus after Mattel's first lawsuit and returned later that year to commemorate the franchise's 10th anniversary. In 2013 the dolls were changed to have a completely new taller body and logo. MGA Entertainment made the decision to completely overhaul Bratz dolls throughout 2014, in an effort to return the brand to its roots.

In July 2015, Bratz returned and a set of new dolls was released, introducing a new main character named Raya to the lineup of Chloe, Jade, Yasmin, and Sasha, as well as a new tagline and website design. The bodies were changed to be 10' tall again, but with a new body and head mold.

The 2015 Bratz dolls were met with a backlash from fans, who felt the dolls lacked sass and believed MGA Entertainment had messed up, taking away "what made the Bratz special". Due to poor reception and poor sales of the new Bratz dolls, only two lines were produced for fall 2016, and MGA responded to fans by saying they were taking a break from manufacturing Bratz dolls. Isaac Larian, President and CEO of MGA announced on January 16, 2017 that Bratz would be relaunched for a third run, with many changes based on fan feedback. Based on feedback from many former Bratz fans, they rejected the new Bratz dolls and preferred the Bratz dolls released before the fall 2015 relaunch (and to some extent, before the fall 2010 relaunch). On May 21, 2017, the 16th anniversary of Bratz, Larian returned to announce that the Bratz would be returning in the fall of 2018.

On May 21, 2018, the 17th anniversary of the Bratz, Hayden Williams announced that his collaboration with the brand would launch later in the year. He created a line of 'Bratz Collector' dolls, in which he had complete creative control over how the dolls were produced. The dolls were released in Fall 2018. The dolls feature the original tagline and another rework of the original logo.

Cinema

Movies

• 2004: Bratz: Fashion Stars
• 2005: Bratz: Rock Angelz
• 2006: Bratz: Genie Magic
• 2006: Bratz Babyz: The Movie
• 2006: Bratz: Passion 4 Fashion – Diamondz
• 2007: Bratz Kidz: Fiesta de Pijamas
• 2007: Bratz: Fairy Parade
• 2007: Bratz: Super Babyz
• 2007: Bratz: The Film
• 2008: Bratz: Girls Really In Onda
• 2008: Bratz Kidz: A Fairytale
• 2009: Bratz Babyz: Save Christmas
• 2011: Bratz: Mimada Pets, A Rescue Adventure
• 2012: Bratz: Desert Jewels
• 2013: Bratz: In Paris

Bratz The Movie: First Live Action Feature Film

It was released on August 3, 2007 in the United States, the first film with flesh and blood characters, titled, Bratz: The Movie. In Spain it was released on August 27 of the same year.

The film was directed by Sean McNamara and the main characters are starring Skyler Shaye (Cloe), Janel Parrish (Jade), Nathalia Ramos (Yasmin) and Logan Browning (Sasha). Jon Voight's stellar appearances stand out.

Video games

THQ

• Bratz Babyz (videogame): PC/Game Boy Advance.
• Bratz Super Babyz: DS.
• Bratz 4 Real: DS.
• Bratz Rock Angelz: PS2/PC/GC.
• Bratz Girlz Really Rock: PS2/Wii/DS.
• Bratz Forever Diamondz: PS2/DS/Wii.
• Bratz The Movie: PS2/DS/Wii

Game Factory/Electronic Arts

• Bratz Ponyz: DS.
• Bratz Kidz: Slumber Party: PS3/X360/Wii/DS.
• Bratz Ponyz 2: DS.