Bratz
AD: Kate Jefferys CW: Hanna Tinsio
When Bratz first came to market, young girls were more likely to own Barbie dolls but preferred Bratz dolls. For many kids at the time, especially those from minority backgrounds, Bratz dolls were exciting and representative with 75% of their original dolls being PoC.
Being confident shouldn’t be controversial. Two decades ago the world wasn’t ready for Bratz, and the hyperfeminine, inclusive, and in-your-face style caused some scandal. But it’s 2022 — the age of unapologetic and bold women, and we need dolls that are equally unbothered and unique. Play with icons of style, pushing the limits of girlhood since 2001.
Case Video
Hate comments are nothing new for Bratz. We want to reclaim the conversation by creating Youtube videos of Bratz dolls reading hate comments from parents and addressing the underlying biases that often cause strong feelings about a doll.
Social
Tabloid-inspired story posts on social platforms like Snapchat embrace the "controversial" history of Bratz with a positive spin for young tween audiences.
Pop Up Experience
To give back to the communities that inspired the iconic dolls, Bratz will create a traveling pop-up store that visits underserved Black and Brown communities. These stores will let tweens embrace their unique style and up their confidence, complete with makeovers, merch, runways, photo-ops, and, of course, Bratz dolls — DUH!