Bratz

Don't be a doll, be a Bratz

Being a "brat" or a "bratz" comes with a negative connotation. We decided to reclaim the word Bratz by pitting it against the idea of stereotypical dolls. Unlike the dolls, Bratz aren't afraid to go against the grain, Bratz create their own version of cool and Bratz don't want to be anyone else, but themselves.

In 2001, 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.

Jr. CW: Tori Nygren

CW: German Rivera Hudders

AD: J.J. Kraft

Senior Creatives: Spencer LaVallee & Jen Lu

Creative Director: Scott Bell

CCO: Ted Royer

Founder and Creative Chairman: David Droga

Director: Adria Petty