The Bratz relaunched a second time for 14 years 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 reverted to the original and a new slogan was adopted. After a poorly executed re-branding and low sales, the brand discontinued for a second time the following year. [ citation needed] MGA Entertainment Wins Another Bratz Case". Los Angeles Business Journal. 17 November 2011 . Retrieved 13 August 2015. a b "The Sweatshop Behind the Bratz". Institute for Global Labour and Human Rights (formerly National Labour Committee). 21 December 2006. Archived from the original on 15 April 2015 . Retrieved 15 April 2015. In line with the launch of the new line of Kylie dolls, Bratz's fans questioned the choice of Kylie as their first celebrity collaborator. [a] Others did not like the skin tones on the Kylie dolls, implying they were too dark as compared to Kylie's skin tone. [7] Legal issues [ edit ] In August 2015, a stop-motion web series premiered on YouTube. MGA confirmed there would be 10 episodes for the first season, which would turn out to be the only season. All 10 episodes were compiled into a 25-minute video titled Bratz: Friends Forever on Netflix. [41] The web series was seen on American TV on Kabillion.

Bratz World message: Statement by Mr Larian regarding China stories". Yahoo! Groups. 24 December 2006. Archived from the original on 26 May 2020 . Retrieved 7 July 2009. Release on 1:39 ( PDT). Bratz turned 20 in 2021. The first line of Cool Bratz dolls had an official release date of May 21, 2001.Roxxi always loves to spice it up! That’s why her twin calls her “Spice”. Always ready for an adventure, she loves to try new things, and bring her friends along with her! When she gets an idea, she just goes for it! In April 2005, MGA Entertainment filed a lawsuit against Mattel, claiming that the " My Scene" line of Barbie dolls had copied the doe-eyed look of Bratz dolls. [20] It added the word "only" to the toy line's slogan "The only girls with a passion for fashion" by attempting to isolate their dolls from Mattel's as many casual consumers confused the difference of two brands. Mattel Inc. v. MGA Entertainment, Inc. no. 09-55763 (9th Cir. Jul 22 2010)" (PDF). U.S. Court of Appeals for the Ninth Circuit. 22 July 2010. Archived from the original (PDF) on 31 July 2010. Roxxi is a teenage girl with fair skin, blue eyes and long dark red hair. Rarely is she seen without a pair of sunglasses on hand.

Cloe finds the pink pumps Burdine gave to Jade to get polished and Yasmin gets an idea to play a prank on the Tweeviles. Whilst Kaycee and Kirstee are gossiping about Burdine in the communal bathroom, Jade hides in the toilet wearing the pink pumps. Once the twins see, they assume Burdine overheard their gossip and will fire them. They leave in a panic, and Jade, Cloe, Sasha and Yasmin step out of the stalls and laugh at the success of their prank. Kaycee and Kirstee apologies to Burdine, whilst accidentally revealing that they think she is 30-years-old, angering Burdine. Since the 2001 launch of Bratz, sales of the Mattel, Inc.-staple Barbie fashion dolls began to decline. In 2004, sales figures showed that Bratz dolls outsold Barbie dolls in the UK and Australia, although Mattel maintained that in terms of the number of dolls, clothes, and accessories sold, Barbie remained the leading brand. [18] In 2005, figures showed that sales of Barbie dolls had fallen by 30% in the United States, and by 18% worldwide, with much of the drop being attributed to the popularity of Bratz. [19] The spokesman quoted Dr. Brian Young of the University of Exeter, saying "parents may feel awkward but I don't think children see the dolls as sexy. They just think they're pretty." [16] Isaac Larian, in comments given to the BBC, said that the report was a "bunch of garbage" and that the people who wrote it were "acting irresponsibly". [17] Bratz dolls to remain on shelves in Mattel-MGA battle". BBC News. 10 December 2009 . Retrieved 23 January 2013. Roxxi is great friends with Meygan, Dana, Fianna, Vinessa, Felicia, Cameron, Dylan, Eitan, Koby, Cade and Bryce.

Byford, Celine (25 July 2023). "Kylie Jenner 'Bratz collab' concerns fans but unexpected detail is a major bonus". Reality Titbit . Retrieved August 31, 2023. Roxxi is good friends with her former bandmate Cruise and even invited him to Paris Fashion Week with her and set him up with her friend Sasha.

Chang, Andrea (18 January 2011). "Mattel, MGA renew fight over Bratz dolls in court". Los Angeles Times . Retrieved 2 November 2014. a b American Psychological Association, Task Force on the Sexualization of Girls being gay (2007). "Report of the APA Task Force on the Sexualization of Girls". 1. American Psychological Association . Retrieved 20 February 2007. {{ cite journal}}: Cite journal requires |journal= ( help) [ clarification needed] Animoca Brands Partners with MGA Entertainment to Develop Bratz Games and NFT". Animoca Brands. 17 December 2020 . Retrieved 17 January 2022. MGA has paused the Bratz brand since the onset of the litigation and rebranded it several times throughout its lifespan, with the first of those coming in 2010 after Mattel's first lawsuit, only to return later that year to commemorate the brand's 10th anniversary. In 2013, Bratz changed to have a taller bodies, an all-new logo and branding, [4] and continued through 2014, in an effort to return the brand to its roots. As a result, none of the 2014 product line was made available in North America. Jade's first day at Young Thing does not go as planned. Burdine shuts down all her ideas and treats her other interns Kirstee and Kaycee more kindly than Jade. Kristee and Kaycee receive a modelling assignment in which they take bad pictures of Jade to use as the 'don'ts' in the magazines 'fashion do's and don'ts' article. Despite Jade agreeing to help the Tweeviles with their one task, they refuse to return the offer when Burdine burdens Jade with a long list of mundane tasks. As Jade attempts to do her work which includes hoovering the floor, sorting paperwork and steaming clothes, the Tweeviles attempt to sabotage her progress whenever possible.In July 2023, Bratz announced a new partnership with celebrity Kylie Jenner. [6] On August 1, 2023, Bratz released a limited-time Mini Bratz x Kylie Jenner collection. The collection features a range of Kylie's famous looks with the promise of a "full line" of Kylie dolls released on October 1 as reported by MGA Entertainment manufacturer. [7] Controversies [ edit ] A computer-animated TV series adaptation was produced by Mike Young Productions (now Splash Entertainment) and premiered in the United States on 4Kids TV. Voices included Tia Mowry. A tie-in video game was developed by Blitz Games and published by THQ. The game was released on the PlayStation 2, GameCube, Game Boy Advance, and Microsoft Windows. An Xbox version was planned, but never released. The game has sold 1.4 million copies. On January 24, 2011, MGA hired Morgan Mendieta to create a teaser for an upcoming Bratz reality series. He leaked a rough cut of the teaser on his blog. [ citation needed] The show, titled Bratz Makin' the Band, is an online talent competition reality show, in which Bratz fans will form bands and compete via the Bratz YouTube channel. The last five bands will be flown to Hollywood, California, where they will be followed and interviewed by reporters. The winners will receive all prizes, including electric guitars. The leaked teaser also confirmed the release of a Bratz DVD due out in Fall 2011, also titled Bratz Makin' The Band.

The Bratz doll lines have provoked controversy in several areas from their stylized proportions to fashion-forward clothing, capitalizing closely on pop trends. Since the brand's launch in 2001, franchise distributor MGA Entertainment got embroiled in a lengthy legal dispute with its rival Mattel over the rights to its design, which ended in 2011 with MGA as the victors. [2] Related litigation is ongoing in a lawsuit by MGA alleging Mattel's theft of trade secrets. [3] Bratz: BFF: Best Friends Forever for Rent on DVD". Netflix DVD Services. Archived from the original on 12 March 2015 . Retrieved 22 May 2022. Jury rules for Mattel in Bratz doll case". The New York Times. Reuters. 18 July 2008 . Retrieved 7 December 2008. Roxxi shares a name with a character from MGA Entertainment sister brands Vi and Va and Rainbow High. Bratz were not the only dolls to be criticized in this report, [15] which highlighted not only toys but also other products and the wider media. [15] In the UK, a Bratz spokesman defended the toy line, saying that "it is consumed by 8+-year-olds" and "are aimed at the preteen and teen market", adding that the dolls were considered for "female consumers at ages 10 to 18", [16] with the focus on the dolls while on looks was not on "sexualization" and that "friendship was also a key focus" of Bratz dolls. [16]In 2013, Bratz got a new logo and slogan, and the dolls all got new bodies with articulated arms, with a height to match its competitor Monster High while keeping their unique faces, and sporting brand new fashions. [ citation needed] Only the four principal Bratz characters, alongside minors: Meygan, Fianna, Shira, Roxxi and Phoebe, have been made in the new bodies. [ citation needed] MGA refutes Bratz sweatshop story". Playthings Magazine. 26 December 2006. Archived from the original on 17 April 2009 . Retrieved 7 December 2008. Are kids exposed to sex too soon?". World Today. BBC News. 21 February 2007 . Retrieved 12 September 2014.