They shook up the fashion doll aisle in 2001, and now the Bratz are back.
MGA Entertainment (MGAE) is celebrating the 20th anniversary of its Bratz brand with a yearlong run of activations kicking off May 21 with the return of the original Core 4: Cloe, Sasha, Jade & Yasmin.
The reissues of the original dolls will debut first-to-market at Hot Topic, beginning online this Friday and rolling out in physical store locations beginning June 2. In July, the Bratz will return to major retailers, including Amazon, Target, and Walmart.
“Bratz completely disrupted the industry at the time when Barbie was the norm and the purist perception of what a woman should be,” says MGAE’s Jasmin Larian. “Bratz were and are just so cool, fashion-forward and rule-breaking. They spoke to what kids actually wanted, not what their parents felt like they should want. They were also a diverse group which was shockingly new at the time.”
Additionally, Outright Games has issued Bratz Total Fashion Makeover, a new mobile game for iOS and Android devices. The game follows the Core 4 as they move from undiscovered talents to fashion icons.
Look for more news on the Bratz 20th anniversary celebration to be revealed in the weeks and months ahead.