What is remarkable about an ugly doll?
Unusual dolls from the Bratz series are rapidly and triumphantly continuing their march around the world, more and more pushing out not only the beloved pups, but even Barbie, which is still very popular. But when in the United States in June 2001, MGA Entertainment launched the first Bratz line, no one, with the exception of a single person, suspected that the brand would become so popular and become multi-billion.
This man was Isaac Larian – a Jew of Iranian origin, who in 2000 had the idea to create a new vinyl doll that would challenge the total domination of Barbie. In those years, Larian was the president and CEO of MGA, Micro Games of America, which has specialized in consumer electronics since 1979.
MGA entered the “toy country” at the end of the 80s when it received the right to sell Nintendo toys in the USA. When the repogolovaya doll was still at the development stage, 11-year-old daughter Lariana came to her utter delight, and her loving father decided to call this representative of the series after her child, Jasmine. So, the first Bratz doll was born, and soon three more friends of different nationalities (Jade, Chloe and Sasha) joined it, who became the heroines of the new film “Bratz”.
Appearing in the US stores in mid-2001, these dolls immediately shocked the professionals with their originality: “These ?! So ugly ?! Nobody will buy them !!! ”- they all said in one voice and … made a mistake. Already in the pre-Christmas season, the Bratz sales season bypassed Barbie and took a leading position. In December alone, about eight and a half million dollars was gained, and this is only on retail sales!
So what was the secret of the completely “non-classical” and “ugly”, according to many, dolls? It is in this! In their “non-classical”, unusual. To begin with, the word “Bratz” itself is derived from the English word “brat”, which in slang is the designation of a naughty, restless teenager. Larian himself talked about his offspring: “We wanted to create dolls that would look like ordinary, real girls, their idols from TV screens, the characters of their computer games, comics and fashion podiums.”
And this “reality, ordinaryness” did an excellent service – in February 2002 in New York at the toy exhibition Bratz received the most prestigious prize of America – “Peoples Choice of the Year”. Isaac Larian, as a true entrepreneur and optimist, sincerely believed that the future was in favor of Bratz. And it worked! Already by 2003, MGA tripled the release of the series. However, in order for Bratz to become such a popular brand, Larian’s team had to work hard.
The product was based on the idea that all little girls sooner or later want to become adults. For girls of early adolescence (from 8 to 13 years) with their passion for parties and passion for fashion, brilliant toys were created – girls with a passion for fashion (girls with a passion for fashion), which made them revolutionary in the world of classic dolls.
Bratz allowed yesterday’s little girls with their dolls to open the door to the world of youth, bringing them closer to parties and fashion with its attributes and details. But success is not a constant thing, because Larian’s team had to concentrate on how to keep the brand fresh, interesting and innovative for a long time. Focus on a specific audience can be traced in all the details of the product, including the packaging, which is constantly updated and developed with an obvious share of creativity and in the style of the latest fashion trends.
And this alone attracts the fascinated looks of teenage girls. The line of dolls itself (aged without fail in new trends and trends of fashion and style) is updated up to 4–5 times a year, which keeps the brand working for years. A variety of outfits and accessories, attention to detail help young customers to dream and embody their fashion ideas in the game. Like true lovers of parties, Bratz dolls have everything you need: a lot of stylish clothes, CDs and karaoke, DVD players, computers and video games, limousines and surfboards, their sushi bars, clubs and discos, etc.
How can such toys not be liked by adolescents with their career in a singer or artist (many of us experienced a similar moment), with their love for noisy companies and bright, crowded gatherings? They give a lot of opportunities to invent and implement their invented image! In addition, Bratz as a brand cannot be called expensive or exclusive – the dolls of the series are relatively accessible, there are some inexpensive collections. And the growing popularity of these beauties among girls makes Bratz quite a desirable commodity for young customers. What to say? Well done Larian! All thought out! So funny and ridiculous creatures with big heads, huge lips and eyes began and continue their victorious march through the world of teenage parties, shocking us adults.