MGA Entertainment's Bratz, with their sassy attitudes and urban cool, have taken the toy-doll market by storm. Complete with bare midriffs, bee-stung lips, trendy duds, and funky names, the Bratz epitomize the 21st century girl--sassy and self-aware. Their high fashion and overt sex appeal capitalize on modern youth trends that threaten to make Mattel's Barbie seem like little more than "the doll mom used to play with."

To say that the Bratz are a hit is an understatement. Over 50 million Bratz dolls have been sold worldwide since bursting onto the toy scene in 2001, and their success has transformed MGA Entertainment from an obscure hand-held video game maker into a toy industry powerhouse in hot pursuit of emergent consumers.

MGA's dapper dolls target five- to twelve-year-old "generation next" consumers whose fashion-conscious sensibilities derive more from trends of the '00s than from past decades. Today's youngsters find the Bratz to be the perfect dolls to go with their X-treme Jell-O pudding sticks, X-treme Sour Smarties, and other extremely hyper-marketed products. Their rapid acceptance in the market has prompted MGA to take the Bratz beyond dolls and accessories to world-wide licensing agreements, the big screen, and a flurry of brand extensions.

(September, 2004)