In 2001, a new line of fashion
dolls were introduced named Bratz. Although slow to break into the
consciousness of doll-owning little girls, they have since taken over the
market in the fashion dolls corner, and created something of a monopoly on toys for little girls and young teenagers.
Until Bratz arrived, the fashion
doll of choice had always been Barbie. Sindy tried to take over for a number of
years, but somehow Barbie has always remained the number one doll for girls.
Barbie was popular for a number of reasons. First of all she had a back story
that girls liked, with a boyfriend, a little sister and everything a little
girl would ever want amongst her material possessions. She wore great clothes
and had amazing playsets which could be used to expand her little world in
every child’s bedroom. Basically she was the best of the fashion dolls and no
one seemed likely to take over.
When Bratz were introduced, a lot
of parents took offence to the way they looked. Where Barbie has always been
classic in look, with modest but fashionable outfits, dainty features and a
hell of a lot of pink, Bratz Dolls were edgier, with more risque fashion
choices including fishnet tights and platform heels. The story behind them
seemed to be a little more edgy too, single, teenage looking girls who simply
had a ‘passion for fashion’. Girls were encouraged to look at Bratz as what
they could grow up to do, and with the slightly more sexualised look of these
dolls, it was a concept many parents were uncomfortable with.
However, Bratz have soared into
popularity and soon enough were found to have taken over from Barbie in
popularity. Bratz have spawned a great number of spin offs, both in doll form
(Bratz Boys and Bratz Kidz) and in the media, with a television show, films,
books and so on. Merchandise associated with Bratz can be found in stores all
over the world and kids can now head to school with Bratz lunchboxes tucked
away inside their Bratz backpacks.
The fact that Bratz took over from
Barbie shouldn’t really come as a surprise, however. The world is a very
different place to when Barbie started out. Having a house, a family and a
steady boyfriend is no longer most little girls’ dream future and the
materialism and excitement brought by Bratz provides something a little more
down to earth for children. Kids want whatever they identify with, and Bratz
managed to corner the market on fashion dolls just at the right time, and don’t
look likely to be going anywhere.
There is still a place for
Barbie, and she will always have a place with parents and children alike, still
being one of the top selling toys in the world, but Bratz have given children a
choice in who they want to be and what they want to play with as they make the
leap from small children to young adults.
