UPDATE: Doll Wars: Mattel’s Flavas Take on Bratz in a Battle for Tween Girls’ Dollars
Click here to see the TDmonthly Magazine August 2003 article, "Doll Wars."
Though MGA will officially announce its newest lines of BRATZ dolls on Feb. 17 at the American International Toy Fair in New York City, big hits for the early days of 2005 include BRATZ Sportz, Fabulous BRATZ, BRATZ Treasures (which includes a Watercraft accessory item), and BRATZ Babyz – the toddler version of the doll – with a large playset to be incorporated into that line this month.
Bratz extended into publishing in July 2003, when Grosset & Dunlap publishers unveiled the first six titles in its BRATZ publishing series. The early titles included BRATZ: Stylin’ Salon ´N´ Spa and BRATZ! Slumber Party. Nearly 30 titles have been published since then, including Lil Bratz Makin It Up!, BRATZ All-Night Mall Party and BRATZ Will Work For Fashion. In 2005, Grosset will release another set of titles, including Xtreme Outdoors in January and Superstar Sensation in April, both of which focus on the new BRATZ Boyz.
Why all the success? According to Dave Malacrida, senior director of public relations for MGA Entertainment, BRATZ dolls “are the best looking fashion doll on the market – the most original. They are their own characters.”
BRATZ’s popularity drowned Mattel’s Flavas dolls in its first year; the doll was quickly discontinued, though Mattel is making a strong comeback with its American Doll line. As of January 2005, 10 million American Girl Dolls had been sold (the dolls start at $84), with sales of the dolls up 9 percent as of October 2004.