Brooke Pollock
On August 18th Bratz announced via their social media accounts that something was coming. It sent their followers (including myself) into overdrive. The game controller suggested two things: either we were getting remasters of the original games – or, even better – a new one.
It turned out to be the latter. According to Smyths Toys, Flaunt Your Fashion is coming to most consoles, including Nintendo Switch. You will be able to play as one of four original girls: Yasmin, Cloe, Jade, or Sasha. The gameplay will revolve around having a ‘fashion adventure,’ completing quests as a reporter for Bratz Magazine.
If you’re not familiar with the Bratz Pack (where have you been?) let me give you a quick little rundown. The Bratz were released in 2001 by MGA Entertainment and were designed by Carter Bryant. They had big heads, big eyes, and big lips. As mentioned before, there were four original dolls: Yasmin, Cloe, Jade, and Sasha. They were diverse and ‘saucy’ alternatives to the long-reigning queen of the fashion doll industry, Barbie. By 2006, they had 40% of that market (not hard to guess who had the 60%).
They were often controversial. A report by American Psychological in 2007 stated, “Although these dolls may present no more sexualization of girls or women than is seen in MTV videos, it is worrisome when dolls designed specifically for 4 to 8-year-olds are associated within objectified adult sexuality.”
Yet, despite all the negativity, they managed to spawn more doll lines within the franchise, films (including a live-action theatrical release), a TV show, and of course, video games.
As a former Bratz devotee, I was jumping for joy when I saw the news. I had so many of the dolls growing up, never having the desire to pick up a Barbie- more on her later. I would sit for hours playing with them, and I would never get bored. After all, with a big imagination, there were endless possibilities.
I’m not sure exactly who brought me my first Bratz, or when, but I have a feeling the doll was Yasmin from the Play Sportz line, which is probably the reason that she was my favourite.
I watched all the films, including the live-action one, which arguably has the best food fight in the history of cinema- but also has Yasmin being an ableist… It’s a ride. I also adored the TV show (justice for the Tweevils never getting dolls), the merchandise (not ever owning a lip phone hurts my soul), and the games on DS. The Bratz are one of my fondest childhood memories and I’m glad they’re making their comeback.
If you’re not aware or need a small reminder, MGA were in a long lawsuit with Mattel, Barbie’s manufacturer. They claimed that while working for Mattel, Carter Bryant stole the ideas that he was creating for them for his own dolls whilst also recruiting Mattel employees to work for him at MGA. Bratz rebranded several times after the court battle, but eventually left the market in 2015.
However, social media hasn’t forgotten the Girls with a Passion for Fashion. Their nostalgia-filled return brought about a lot of buzz with clips from the show going viral, to ‘doing my makeup like a Bratz’. In the past few years, they have also had collaborations with the likes of Makeup Revolution, Dolls Kill, and even Puma.
It seems like they haven’t forgotten about us, either. I think that whoever is at the helm of their PR team and social media management deserves an award. They have acknowledged that they have decided to grow with us, which is evident in their TikTok’s, and I love it.
https://twitter.com/Bratz/status/1564727542669422593
It makes me sad that, although at one point they had the toy market on its knees (selling over two billion dollars worth of dolls), they died out the way they did. But I’m so glad that they are getting the love that they deserve, even though we are all very much into adulthood now.
November truly can’t come quickly enough. I can’t wait for my Bratz obsession to reignite and hit me full force. If you need me around then, I can guarantee you I will be found in my room, Nintendo Switch in hand, smiling like a Cheshire Cat.
Featured image courtesy of Engin Akyurt on Unsplash. Image license found here. No changes were made to this image.
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What is I’m listening that THE BRATZ ARE BACK. BTW, it is much needed and informative article for all the gamers community.