Bratz: major products and new collaborations for 25th anniversary
Bratz is marking its 25th anniversary with an ambitious global celebration featuring new doll collections, celebrity and fashion collaborations, digital experiences, and expanded entertainment projects. The milestone campaign represents one of the brand’s largest rollouts in more than a decade.
Pop-culture phenomenon
Originally launched in 2001 by MGA Entertainment, Bratz became known for its bold fashion style, diverse characters, and emphasis on individuality. The original lineup — Yasmin, Cloe, Sasha, and Jade — helped the franchise grow into a global pop-culture phenomenon that expanded beyond dolls into music, gaming, and entertainment.
Series of new collectible doll launches
As part of the anniversary celebration, the company announced a series of new collectible doll launches. One of the centerpiece releases is the “25th Bratzaversary Doll,” introducing a new fashion character named Gaia. Additional launches include “Stylin’ Birthdayz” dolls, updated versions of the original 2001 core dolls, and a new “Bratziez Bling Seriez” collection featuring collectible plush bag charms sold in blind-box packaging.
Expanding into new media and entertainment initiative
Bratz is also expanding into new media and entertainment initiatives. Later this year, the brand plans to debut “Bratz Chatz,” a weekly podcast hosted by the main Bratz characters and featuring guests from fashion, music, and popular culture. The company additionally confirmed the upcoming deluxe edition of the “Bratz Angelz” album, which will include two new songs and music videos following the success of the original release.
Fashion and lifestyle partnerships
Fashion and lifestyle partnerships are expected to play a major role in the anniversary campaign. According to the announcement, the core Bratz dolls will receive couture-inspired looks created through collaborations with prominent fashion designers. The company is also continuing to expand its licensed apparel and accessories business through partnerships that include loungewear collections and digital avatar experiences.
Beginning of a new chapter
Jasmin Larian Hekmat described the anniversary as the beginning of a new chapter for the franchise, emphasizing Bratz’s ongoing focus on creativity, fashion, and self-expression. The company said the campaign is designed both to celebrate longtime fans and introduce the brand to a new generation of consumers.