Don't be a Doll, be a Bratz
In 2001, the Bratz became a billion dollar company by creating mainstream dolls that celebrated different ethnicities and opposed the stuffy, white Barbie dolls.
In 2015, we were tasked with rebranding the Bratz to appeal to a new generation of children. We wanted to encourage girls to embrace their individuality, express themselves creatively and of course have fun with their friends.
To show the world what it means to be a Bratz, we produced an international TV campaign, created an interactive Bratz app and released rich social media content.
The Bratz Manifesto
The Bratz are all about creativity, confidence, individuality, self-expression and diversity.
The Bratz believe in thinking for themselves, creating the things they dream up, and making every day an absolute adventure.
The Bratz love tackling problems creatively, living in the moment, and thinking outside the box.
And, yes, the Bratz will need 17 jars of glitter paint to do this. And no, their masterpiece will not be the same without it.
The Bratz love collaborating with their best friends. After all, 2 heads are better than one. And 5 heads? Well, who knows what that could accomplish.
Don't be a doll, be a Bratz.
Bratz Anthem Spot