The Bratz Kidz

The Bratz dolls have always been about fashion, friends, and having fun. Their Passion for Fashion (as their slogan goes) is the basis of most of their advertising and essentially all of their market appeal. But it is this fashion-based message that is concerning some parents. They are wondering if a toy that is being marketed to their pre-teen and early teen girls should be depicting girls who are wearing skimpy clothes and heavy make-up in the name of fashion. Well, the makers of the Bratz dolls have heard these concerns, and have come up with an answer. That answer comes in the form of the Bratz Kidz dolls. What are the Bratz Kidz, you might ask?

To put it simply, the Bratz Kidz are dolls that depict the original four Bratz girls as preteen girls around the eight year-old age range. This takes the Bratz out of their previous late teens age range and much closer to the ages of the toy line's target audience. These girls have a much more childish look, with softer, rounder features. Although they lose some of the edgy glam that the other Bratz toys possess, they have a much more realistic prettiness about them that will attract girl on a more real level.

But will this make a difference? After all, the makers of the Bratz dolls have released the Bratz Babyz in the past, which presented the Bratz pack as toddlers, but retained their materialistic, flaunting style that was concerning parents. In fact, the Babyz were perhaps an even greater source of concern, because it took the skimpy fashions of the Bratz into a much younger age group.

The Bratz Kidz, however, have a much more conservative style. Gone are the mini skirts and midriff tops of the older Bratz dolls, replaced by longer skirts, longer tops, and styles that you might have an easier time believing would be seen on a preteen girl at school. Makeup is still present, but used in a much less shock and awe manner, and their clothing style relies on simple use of patterns and embellishment on jeans and skirts to show beauty, rather than over the top flirtatious clothes.

The Bratz Kidz will be replacing the Lil' Bratz line, giving the brand a much needed product that parents who are concerned about the messages that the Bratz dolls might be sending to their girls can buy without worry. The new line's motto "A Passion for Friendship and Fun" is something that children everywhere can learn and appreciate.

For those who prefer the normal Bratz collections and their funkier, edgier style, the Bratz dolls will certainly be continuing their trendy, stylish adventures. But it is certainly nice to see that the makers of the Bratz dolls are willing to add a little bit of variety to their lines, and cater to a new audience of more conservative parents. In the end, it will very likely prove to be a good move from a business perspective, as a wider market is always an advantage, and they have provided a toned down product in the Bratz Kidz line without sacrificing any of the hip style in the main Bratz collections that is their trademark.

Bratz Kidz