| Bratz have been a massive phenomenon in the toy | | | | parents to baulk. Children are taught by Bratz that the |
| industry for years. Now, with the upcoming Bratz | | | | most important things in a girl's life are appearance, |
| movie, the brand is set to become, if possible, even | | | | make-up, clothes, boys and dating. This encourages |
| more widely recognized. | | | | them to skip the important developmental stages of |
| However, there has been a debate for some time | | | | middle childhood and travel straight to the |
| over the suitability of Bratz as a toy for young children. | | | | pre-occupations of an adolescent world, creating a |
| The argument has raged across the world, and has | | | | new generation of good little consumers along the |
| left parents and care-givers with an extremely difficult | | | | way. |
| choice to make. Do they allow Bratz into their | | | | Of course, it's not all bad. Bratz are the first fashion |
| households or do they risk incurring their children's | | | | dolls to sell in any numbers that move away from the |
| wrath by denying them the toy that 'everyone has'. | | | | 'white and blonde' cliché of Cindy and Barbie, |
| MGA Entertainment will tell you that their dolls are | | | | supplying dolls with a mixture of ethnicities. They also |
| aimed at the 8-12 year old market. Experience shows, | | | | have slightly more realistic figures than their |
| however, that children of a much younger age, often | | | | predecessors. Friendship is one value which is positive |
| only four or five years old are attracted to the brand. | | | | and is ever present in descriptions of the dolls. |
| Marketing Experts talk of a phenomenon, which they | | | | However probably the biggest criticism made by |
| call Kids Getting Older Younger. They seem to believe | | | | parents of Bratz is their clothing. In the past, Bratz dolls |
| that firstly this is a fact of the modern world, secondly | | | | have appeared in miniskirts, fishnet stockings, and |
| it's not a problem and thirdly that they are merely | | | | feather boas. Of course, children will inevitably wish to |
| reflecting this in their brands rather than in many ways | | | | copy. Whilst discussing this issue of the sexualization |
| being responsible for the trend. Regardless of blame, | | | | of young children, the American Psychological |
| our children are more sophisticated than ever before. | | | | Association were heavily critical of Bratz. They stated |
| Even so, does the Bratz brand promote values that | | | | that evidence showed that this kind of sexualization |
| any parent would be happy for a twelve year old to | | | | had a negative impact on a girl's self-confidence, body |
| experience, let alone a child of four? | | | | image, self-esteem, sexual development and mental |
| From the outset, a word that you'll hear used time and | | | | health. |
| time again in the marketing of Bratz is 'Sassy'. Leaving | | | | Of course, MGA Entertainment will tell you that it's up |
| aside, for a moment, that this is the toy industry's | | | | to the individual parent to decide if Bratz dolls are |
| favorite euphemism for 'sexy', what does the | | | | suitable for their kids. However, so called Children's |
| dictionary tell us about the word 'sassy'? Impudent, | | | | Marketing Gurus have been teaching a different |
| improperly forward or bold, rude and disrespectful. Any | | | | philosophy for a long time. They tell the toy companies |
| child psychologist will tell you that doll play is an | | | | quite simply not to worry about whether or not parents |
| extremely important part of a child learning appropriate | | | | like their products. Just pitch at the kids, and let the |
| behavior for real life. Are these really the values we | | | | nagging factor do the rest. |
| want to teach our children? | | | | Whatever you decide to do as a parent, it's a tough |
| The blatant commercialism of Bratz also causes many | | | | choice. Good luck! |