Bratz is a popular and controversial line of fashion dolls and related merchandise manufactured by MGA Entertainment.[1] The four original 10" dolls - Cloe, Jade, Sasha and Yasmin - these girls are teenagers who in every movie have a new adventure.[1]Though Bratz dolls fared poorly at their June 2001 debut, their popularity increased the following Christmas. In their first five years, 125 million were sold worldwide,[1] and, in 2005, global sales of Bratz and Bratz products reached two billion dollars.[1] In 2006, a toy-industry analyst indicated Bratz had captured about forty percent of the fashion-doll market, compared with Barbie's sixty percent.[1]
There are currently a total of 559 different Bratz dolls that have been made from 2001 to 2010 (including the 2010 dolls scheduled to be released).
Bratz have provoked controversy in several areas. Criticism has been leveled at the labor conditions under which the dolls are manufactured in China, and the American Psychological Association has expressed concern about the sexualization of the dolls' clothing and its effect on children. Some of the Bratz characters dress in what is perceived by some as a provocative manner. The original dolls generated a number of spin-offs such as Lil' Bratz, Bratz Boyz, Bratz Kidz, Bratz Babyz, Itsy Bitsy Bratz, Bratz Lil' Angelz, Be-Bratz and Bratz Petz as well as films, music albums, and interactive DVDs
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