The iconic fashion doll brand Bratz has made its official return to the toy industry, one decade since its original launch.
The core Bratz dolls: Cloe, Yasmin, Jade and Sasha have made their return along with the newest member of the group, Raya.
The relaunch features a new line of products, entertainment content and an immersive app that is designed to encourage girls to express themselves in the real and virtual world.
Unveiled at an exclusive London event before launching to 28 countries across the globe, the new Bratz collection of dolls and play-sets features the Bratz Hello My Name Is range, starring the core Bratz line in an iconic outfit.
The Bratz #SelfieSnaps collection lets fans get to know the group via selfie snap styles and emoji icons, while Bratz Fierce Fitness showcases the group’s collection of healthy hobbies in a fashionable way.
Bratz Study Abroad explores the countries of the world as each doll adopts the culture’s traditional fashion and styles while Bratz #SnowKissed completes the line-up with a celebration of winter activities.
“Bratz launched in 2001 with an original collection of four dolls, Cloe, Jade, Sasha and Yasmin,” said MGA’s UK MD Andrew Laughton.
“The concept for Bratz was to create a diverse doll collection that would resonate with girls all over the world in a way that was not available before.
“The new Bratz collection empowers girls to create their own worlds through creative play across multiple platforms. From the actual dolls and fashion ascessories, to immersive digital content and engaging webisodes, the new Bratz line will inspire girls of all ages to creatively express themselves in both the physical and virtual worlds.”
Bratz is available now at Argos and from retailers from August 31st.