For far too long dolls have told little girls how to look and how to behave. In 2001, the Bratz became a billion dollar success story by defying this rule-following world of Barbie.

To return the brand to its roots, we created the Don’t be a Doll, be a Bratz campaign that embodies what it means to be a Bratz doll: independent, expressive, free thinking, fashion forward, and spunky.

The idea came to life as international TV spots, a revamped character bible and subsequent TV show, an interactive Bratz app, and a fashion forward social campaign.

Role: Concept/Writer