Bratz 20th Anniversary | Source: MGA Entertainment/The Toy Book

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.”

Related: State of the Industry Q&A 2021: MGA Entertainment

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.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.