Bratz Visual Strategy Guide

Bratz Bratz Visual Strategy Guide

Bratz

BRATZ Visual Development Guide

Bratz B Bratz B Visual Strategy Guide

Bratz B BRATZ Visual Development Guide

Bratz Bratz

Bratz

CONTENTS

01

BRAND IDENTITY

The Brand History Brand’s Soul New Mission Statement Ketwords The Brand Time-line Meet the Designer Behind Bratz Doll

8 10

02

PERSONA DEVELOPMENT

Personas

12 16 18

BRATZ Visual Development Guide

24

03

IDENTITY FORMATION

Brand Grid Current Competitiors Adiacent Competitiors Aspirational Competitiors

36 38 40 42

BRATZ Visual Development Guide

BACK TO THE PAST

A story about fashion doll brand 1.1 The Brand History 1.2 Brand’s Soul New Mission Statement 1.3 Keywords 1.4 The Brand Timeline 1.5 Meet the Designer Behind Bratz

IT’S GOOD TO BE A BRATZ MGA ENTERTAINMENT

BRATZ

BRATZ Visual Development Guide

BRATZ BRATZ BRATZ BRATZ BRATZ Bratz is a product line of American made fashion dolls and merchandise, which was created by Carter Bryant and manufactured by MGA Entertainment.

THE BRAND HISTORY What is Bratz?

Bratz’s core target audience was teenagers(tween) in the age group between 8-12 years, specifically girls. The brand became an instant hit on the market and quickly transcended their initial target age group. It became popular among younger girls (6-10 years old), which was the core target age group of Barbie. Bratz challenged Barbie’s status quo that led

to a sharp decline in Barbie’s market share globally.Bratz also appealed to growing ethnic populations—particularly Hispanic girls and their families (Talbot, 2006). Bratz simply had “have a passion for fashion” and tweens believed the ethnically ambiguous “blinged out babes” in Toyland were more relatable.

Bratz became the queen of lifestyle brand.

THE BRAND SOUL MISSION STATEMENT BRATZ Visual Development Guide

“The Bratz brand has always stood for self-expression, individuality, diversity, confidence and creativity.”

An excerpt from a press release sent out by parent company MGA Entertainment

THE BRAND SOUL

Know who you are, what you want and go for it.

THE (NEW) MISSION STATEMENT

Bratz’s mission is to empower girls by helping them to gain the necessary skills through education, training and mentorship to become confident, strong, and smart.

REBRANDING OBJECTIVE

Bratz were produced for educational, recreational and other purposes, empowerment, while maximizing their functional and emotional utility. As the toy industry became more influential with the raise of TV and cinema, toy manufactures also found innovative way to promote themselves, triggering new trend in the market.

BRATZ Visual Development Guide

3 KEY WORDS

The key words come from brand soul

SASSY

CLASSY

BAD-ASSY

A sassy girl possesses the attitude of somone who endowed an ungodly amount of cool. She is full of herself but in a good way. She embodies cheeky, lively, smart, saucy, slightly impudent, mothy, cocky, energetic, loud and extremely talkative.

A classy girl is kind, gentle, sweet, empathetic, and caring. She is also giving, loving, and most importantly a good person. Her politeness and good manner makes her someone who everybody loves. She dress classy, stand, sit, and walk classy, but the true classy is on the inside.

A bad-assy girl does things according to her own desires, standards, and timetables - it is virtually always meant to be positive. A badass cannot be intimidated or deterred, shuns compromise, lives life to the fullest.

Bratz is lively, bold, cheeky, and full of spirit

Bratz is stylish and sophisticated

Bratz is difficult to deal with

How Can Fashion Empower Girls?

“It can change the way in which girls think about themselves and they are capable of, but confidence is key.”

POTENTIAL FOR REDESIGN

One of the things that Bratz did right was to be ethnic inclusive. People feel they are being represented and valued which is very important. Bratz does not label itself as professional; moreover, it embraces the idea of people should feel free to be who they want to be. They are fun, fresh, fearless and confident. Each girl showcases unique personalities, talents, and fashion styles, which are more identifiable through a wide variety of skin tones, facial features, and body figures. These girls love to be themselves and they love to create their own worlds. Although all Bratz dolls all have large eyes and full lips, a tiny nose – but have different skin tones and hair colors. An MGA (creator of Bratz) executive explains “We don’t even market them as belonging to a particular race. We have little girls in South America who think Sasha is South African, girls in Samoa who things she is Samoan and girls in the United States who think she is from Harlem.”

BRATZ Visual Development Guide

FUTURE EXPANSION

“We have doctors, lawyers, journalists,” Larian told Forbes. “Now more than ever before, Bratz empowers girls. They can create worlds. They believe it’s good to be themselves. They’re fearless.

They have independent spirits.”

The B Hi st ory In 2001, MGA introduced Bratz line. Their dolls immediately became an overnight sensation, gaining market share which caused the declined for Barbie.

2001 2001

The long battle of the legal ownership began in 2003 between MGA and Mattel, the designer of the original Bratz dolls.

2003

Within the first six months on the market, MGA sold more than $20 million in Bratz dolls.

2002

Meygan is added to the Bratz line. Dylan and Cameron are added to the Bratz Boyz line.

BRATZ Visual Development Guide

2004

In 2004, MGA experienced a 45 percent growth in Bratz doll sales, while Barbie sales had fallen, resulting in a $500 million loss.

Brand 2005

In 2005, global sales were two billion dollars.

In 2006, Bratz had about forty percent of the fashion-doll market.

Only to be overturned in 2010 and given back to MGA along with a settlement in excess of $309 million in 2011

The Bratz returned in July 2015 with the introduction of Raya, a new character, to accompany the original main four. Bratz reverted to its original logo, and a new slogan was adopted.

2006

2010

2015

2008

After years of court wrangling, Mattle had finally at once won the rights to Bratz dolls in 2008

2014

In an effort to return o its roots, Bratz shifted its focus back in 2014. As a result, none of the Bratz 2014 product line was offered to North American retailers.

2016

Bratz were discontinued again in 2016 after a poorly executed rebranding and low sales.

THE BRAND TIME-LINE

Those significant moment?

BRATZ Visual Development Guide

1.5 Meet the

DESIGNERS BEHIND THE BRATZ DOLLS

Meet the

DESIGNERS BEHIND THE BRATZ DOLLS For all the drama unfolding in the Wall Street Journal, MGA’s Bratz room looks more like a fashion boutique than an open plan corporate office. MGA only employs two designers to create the Bratz. There’s the male designer, who is wearing a skirt and beanie that says “MEOW,” plus a woman named Danna Darma.

She wears a pink-and-blue cardigan that matches her cotton-candy dyed hair. Both Darma and the other designer studied fashion design at the Otis Culture Institute in Los Angeles.

“Growing up I liked the dolls,” Darma says. “They had a contest for Walmart to design your own Bratz, and I remember entering that. Obviously I didn’t win, but I’m here now!”

Darma has decorated her cubicle with a skateboard, a bunch of sticks with dolls’ heads on top of them, and pictures of bones. At his desk, the male designer has hung photos of hot guys painted as skeletons. The two share an inspiration board on a wall.

Around a neon sign that says “BRATZ,” they’ve hung magazine clips and fan art that kids post on Instagram. In the center of the room, the pair also shares a large white table they refer to as a “production table.”

“Barbie is more Rodeo Drive,” Jasmin says.

“We’re more street wear Melrose: mix and match, make your own clothes.”

They’ve covered the desk in magazines like Nylon Japan and model drawings.

It’s where they conceive of the dolls and try out different fabrics. “Every season, Danna and I are going to task,” the male designer explains, “So we sit down and brainstorm about what’s cool. Let’s say unicycling is cool. So we’d do a Bratz unicycling segment—

BRATZ Visual Development Guide

we’d take the fashions, we’d go fabric shopping, buy fabrics.” He takes out boxes full of doll accessories: purses, high heels, and boots. Beneath a shelf are boxes filled of differently colored dolls labeled “medium black,” “light pink,” and “Asian light.”

After they design the dolls, the male designer says, they “review them with marketing and with Jasmin.” Jasmin is Jasmin Larian, MGA’s creative stakeholder and the daughter of the company’s billionaire Iranian owner Isaac Larian. (She also owns Cult Gaia, an e-commerce site that sells flower crowns.) Jasmin, fittingly, looks quite a bit like a Bratz doll. She says she’s unsure if her father named the Bratz doll Yasmin after her, but admits she helped get the brand started.

“I was 12 years old, and [MGA was] always looking for something to kind of come out. Barbie had all the shelf space—90 percent market share at the time—so they were looking for something to come out and kind of rival that,” Jasmin says in a Valley girl accent. “There was nothing diverse on the market at that time. It was just this blonde, blue-eyed girl. A designer came to my dad with some drawings [of Bratz dolls]. I was in the meeting, and I was obsessed with them. My dad thought they looked like aliens.

He was like, ‘Why do they have such big heads and feet that come off?’ but I was like, “Theses are so cool! I need these!” And so, that’s it. He made them.”

Although the dolls looked liked Jasmin, she loved them mostly for their clothes. She and her friends shopped at Friends and Rampage, but they only ever saw Barbie dolls who looked like blonde girls who shop at the Grove.

BRATZ Visual Development Guide

PERSONA DEVELOPMENT The new audience 2.1 Personas

2.1 PERSONAS

Here are our new audience Bratz ingeniously targeted a newly empowered demographic sub-segment of the doll market — “tweens” or girls between the ages of 8 and 12. Bratz also appealed to growing ethnic populations—particularly Hispanic girls and their families.

Bratz dolls were created to more closely match the look of girls today, instead of the ideological perception of women in the 1950s when Barbie was created. Bratz dolls have a realistic height, look more ethnic, and have distinct fashion styles.

Every Bratz doll is different with its own personality, much like tween girls today.

The Bratz characters were more funky, urban, and ethnically diverse, wearing streetwalker-type clothes, over the top makeup, tattoos, and even piercings which ultimately connected with an older preteen marketplace. Targeting this rebellious and until now ignored marketplace, proving to be a serious challenge for Bratz. The tween girl is seeking maturity and independence. The Bratz doll appeals to these desires by marketing this “sassy” style and attitude to tweens.

BRATZ Visual Development Guide

# 001 PERSONA Studied at Wayne High School

01

ETHNOGRAPHIC TRAITS

HAUNTING STYLE She’s known for her haunting style and scathing side-eye.

02

ETHNOGRAPHIC TRAITS

BE QUIET The darkness resembles me because it’s calm, quiet and comforting just like my dolls.

03

ETHNOGRAPHIC TRAITS

IT’S NOT WHAT YOU THINK I hate it when people think I worship Satan because of how I act and look.

MELISSA

Romantic Goth Girl 04

ETHNOGRAPHIC TRAITS

DON’T EVEN THINK ABOUT IT She doesn’t smile on command and she never feels the need to conform to society.

05

ETHNOGRAPHIC TRAITS

QUEEN OF DARKNESS Only black clothes exist her closet.

Most of them come from the brand “Queen of darkness”.

06

ETHNOGRAPHIC TRAITS

MAKE IT CLEAR Strangely comparing to heavy metal, she actually prefers softer music like classical and opera.

07

ETHNOGRAPHIC TRAITS

MEOW She enjoys the company of my black cat.

BRATZ Visual Development Guide

16 years old Female American

Lives in Trenton, Ohio From Dayton, Ohio

# 002 PERSONA Product Management Game Product Development

01

ETHNOGRAPHIC TRAITS

SHE IS MY EVERYTHING He always feels very protective of his daughter.

02

ETHNOGRAPHIC TRAITS

YES, I CAN he’s particularly tired of hearing that single dads can’t provide basic care to his kids.

03

ETHNOGRAPHIC TRAITS

SHOPPING WITH ANGEL There is a special place in heaven for the father who takes his daughter shopping.

JIM WEST

Bumbling Single Dad 04

ETHNOGRAPHIC TRAITS

BIGGEST CHALLENGE Holding down a demanding job while still seeing children grow up is a challenge.

05

ETHNOGRAPHIC TRAITS

MORE THEN A HERO He is his daughter’s hero, chauffeur, financial support, listener, life mentor, friend, and guardian.

06

ETHNOGRAPHIC TRAITS

TIME WE SPEND TOGETHER He spends time with his daughter when she plays with her doll.

07

ETHNOGRAPHIC TRAITS

WHAT’S ON HER MIND? While his daughter is playing with her doll, observe what she says which will give him an idea of what goes on in her mind.

38 years old Male American Recently divorced One 8 years old daughter Lives in San Francisco From France

# 003 PERSONA River Oaks Elementary School

01

ETHNOGRAPHIC TRAITS

ENJOY AFRICAN FOOD Madison loves wkoki, peanut soup, and Yams.

02

ETHNOGRAPHIC TRAITS

FASHION DESIGNER Madison likes to learn and wants to be a fashion designer as her future career.

03

ETHNOGRAPHIC TRAITS

CONFIDENT AND ACTIVE Madison is active — she rides bike, plays skipping rope games, and takes swimming lessons.

MADISON

Marathon Maniacs 04

ETHNOGRAPHIC TRAITS

A GOAL RACE To make running fun, Madison registers for a goal race to keep her motivated and get her excited about running.

05

ETHNOGRAPHIC TRAITS

DOLLS GOT NICE HAIRSTYLE And all of her dolls got Luster Pink Oil applied to their heads during styling.

06

ETHNOGRAPHIC TRAITS

DIVERSE CROWD She went to school with a very diverse crowd. Well, a mostly White, some South and East Asian, and a small cohort of Black crowd.

07

ETHNOGRAPHIC TRAITS

BACK TO THE DOLL THING “ She has a diverse array of dolls.”

BRATZ Visual Development Guide

10 years old Female African-American

Born in Houston, Texas

# 004 PERSONA Chinese Education Center Elementary School

01

ETHNOGRAPHIC TRAITS

CHOPSTICKS EXPERT She knows 3 different Ways to Eat Rice with Chopsticks.

02

ETHNOGRAPHIC TRAITS

FORTUNE COOKIES “Technically, fortune cookies are not Asian food. They are created by Americans.”

03

ETHNOGRAPHIC TRAITS

THREE KEYWORDS “Oh, yeah! I am composed of these three keywords smart, competent and hard-working”

KAI TING

Baby Math Genius 04

ETHNOGRAPHIC TRAITS

SHE HAS A LOT OF OPINIONS She challenges the stereotype of Asians as quiet by questioning decisions more.

05

ETHNOGRAPHIC TRAITS

ASIAN AND WESTERN FOODS As a second-generation Chinese-American, she’s grown to love both Asian and Western foods alike.

06

ETHNOGRAPHIC TRAITS

BURGER OR RICE? At school, she is inclined to select a burger or chicken nuggets for the sake of convenience, but she always appreciates eating a home-cooked meal with a big bowl of rice.

7 years old Female Asian American She speaks English, Mandarin and Cantonese Lives in San Francisco From China

# 005 PERSONA Student at Roberto Clemente

01

ETHNOGRAPHIC TRAITS

SHE BELIEVED “The Latina in me is an ember that blazes forever.”

02

ETHNOGRAPHIC TRAITS

HISPANIC HERITAGE MONTH Every year, from September 15 to October 15, Amada celebrate Hispanic Heritage Month!

03

ETHNOGRAPHIC TRAITS

HOLA “I have a wide social circle, and I enjoy it” said Amada. Socializing is a part of her life.

AMADA

Salsa dance lover 04

ETHNOGRAPHIC TRAITS

FUSION FOOD Fusion food was a staple at her household long before it became a food trend.

05

ETHNOGRAPHIC TRAITS

SHRIMP TACO she likes discussing taco styles in depth while also feeling pretentious about it.

06

ETHNOGRAPHIC TRAITS

SALSA DANCE LOVER Amada loves to sing and she loved to dance salsa as her mother.

07

ETHNOGRAPHIC TRAITS

AMADA AND HER DOLL Amada has a doll who look like Latina girls are a great way to foster a healthy self-image.

BRATZ Visual Development Guide

11 years old Female Latin America Parents were of Puerto Rican descent.

She was born in the South Bronx area of New York City

# 006 PERSONA Student at Manhattan Place Elementary School

01

ETHNOGRAPHIC TRAITS

PHYSICAL DIFFERENCES “I have brown skin and curly hair.”

02

ETHNOGRAPHIC TRAITS

DIVERSITY A multiracial background gives Kamiah a stronger appreciation for diversity.

03

ETHNOGRAPHIC TRAITS

KAMIAH’S OUTFITS Kamiah’s outfits that celebrated her multiracial background, using a blend of materials and designs that reflected different cultures.

KAMIAH MARIE Mixed Race Babe 04

ETHNOGRAPHIC TRAITS

IDENTITY CHOICE Kamiah’s parents support her identity choice and she feels closely connected.

05

ETHNOGRAPHIC TRAITS

IN MEDIA When Kamiah see herselves reflected in media, they feel included instead of sidelined.

06

ETHNOGRAPHIC TRAITS

CONFIDENT Kamiah says. “I confident in my skin” 07

ETHNOGRAPHIC TRAITS

EXPAND HER WORLDVIEW Multiracial doll strengthhen Kamiah’s love for her ethnicity.

8 years old Female African American, Native American & Caucasian

Lives in South Los Angeles California

# 007 PERSONA Fashion & Beauty Market Editor at Vogue

01

ETHNOGRAPHIC TRAITS

PACY, SHARP, AND SEXY She wants her daughter to be pacy, sharp, and sexy.

02

ETHNOGRAPHIC TRAITS

SHE IS She’s interested in business and money. She wants to know what and why and where and how.

03

ETHNOGRAPHIC TRAITS

SHE IS She is energetic, executive women, with money of her own and a wide range of interests.

ELIZABETH

Prolific Fashion Influencer 04

ETHNOGRAPHIC TRAITS

FEARLESSNESS Along the way, Elizabeth has demonstrated fearlessness about forging new ground.

05

ETHNOGRAPHIC TRAITS

HIGH-LOW FASHION Elizabeth truly mixes low-end fashion items with more expensive pieces in her photo shoots.

06

ETHNOGRAPHIC TRAITS

FAMOUS FOR Elizabeth wears Chanel micro-mini skirts throughout her pregnancies.

07

ETHNOGRAPHIC TRAITS

SHE SAID “The notion that a contemporary woman must look mannish in order to be taken seriously as a seeker of power is frankly dismaying,”

BRATZ Visual Development Guide

48 years old Female British She and husband divorced The couple has two children Lives in New York, NY From London, England

# 008 PERSONA Owner, editor, and manager At Busy Creating Memories

01

ETHNOGRAPHIC TRAITS

HER PERSONAL RECIPES She loves to create recipes, craft & crochet, enjoy tabletop games.

02

ETHNOGRAPHIC TRAITS

OBSESSION Obsession with BBC classics, Dystopian novels, DR Pepper, chocolate, and homemade popcorn.

03

ETHNOGRAPHIC TRAITS

HER PASSION She dines out at new restaurants, travel, camping, and she has a passion for photography.

AMBER

We are one geeky, sci-fy, fantasy adventure-loving family!

04

ETHNOGRAPHIC TRAITS

JADE Amber’s daughter Jade loves to dance, sing and help Mom bake.

05

ETHNOGRAPHIC TRAITS

CHILD DEVELOPMENT Amber believes kids should play with dolls for child development.

06

ETHNOGRAPHIC TRAITS

COMMUNICATION SKILLS Dolls improve Children’s speech; as they work to talk to the doll.

07

ETHNOGRAPHIC TRAITS

COMPASSION Children begin to “take care” of their dolls, which teach them compassion and selflessness.

39 years old MixedRace Female She and her husband are blessed with 2 sons and 2 daughters, making for a nice even number.

She have settled in the Ogden/Layton area just north of Salt Lake City

BRATZ Visual Development Guide

IDENTITY FORMATION

Compare with the brand’s past and future.

3.1 Brand Look 3.2 Current Competitiors 3.3 Adiacent Competitiors 3.4 Aspirational Competitiors

3.1 BRAND LOOK Old Bratz look

These following pictures showcase how the old Bratz look in the past. The key visual of the old Bratz was to present stylish, attitude, free and wild. The overall mood will be unruly.

Bratz

BRATZ Visual Development Guide

New Bratz look These are the pictures that display the mood and tone of new Bratz in the future. It will represent sweet and sour, lively, bold and a little feisty. New Bratz is a quick-witted, clever girl.

Bratz

3.2 CURRENT

COMPETITORS Who Are My Competitors?

BARBIE

AMERICAN GIRL

BABY ALIVE

LITTLEST PET SHOP

HELLO KITTY

MY LITTLE PONY

Barbie is a fashion doll manufactured by the American toy company Mattel, Inc. and launched in March 1959. American businesswoman Ruth Handler is credited with the creation of the doll using a German doll called Bild Lilli as her inspiration.

Littlest Pet Shop is a toy franchise and cartoon series owned by Hasbro.

The original toy series was produced

by Kenner in the early 1990s. An animated television series was made in 1995 by Sunbow Productions and Jean Chalopin Creativite et Developpement, based on the franchise.

American Girl is an American line of 18-inch dolls released in 1986 by Pleasant Company. The dolls portray eight- to twelve-year-old girls of a variety of ethnicities. They are sold with accompanying books told from the viewpoint of the girls.

Hello Kitty, also known by her full name Kitty White, is a fictional cartoon character produced by the Japanese company Sanrio, created by Yuko Shimizu and currently designed

by Yuko Yamaguchi. She is depicted as a female Gijinka with a red bow and, notably, no mouth.

Baby Alive is a baby doll brand made

by Hasbro that eats, drinks, wets and in some cases messes and has a movable mouth. The doll comes in three different varieties. Blonde, Brunette, and African-American.

My Little Pony is a toy line and media franchise mainly targeting girls, developed by American toy company Hasbro. The first toys were developed by Bonnie Zacherle, Charles Muenchinger, and Steve D’Aguanno, and were produced in 1981.

BRATZ Visual Development Guide

LALALOOPSY

MONSTER HIGH

OUR GENERATION

MOXIE GIRLZ

Lalaloopsy is an American line of plastic rag dolls from MGA Entertainment. Originally released in 2010 as Bitty Buttons, but the brand name was changed to Lalaloopsy shortly after launch.

Our Generation is a brand of 18” dolls made by the Madison-Battat Company. The dolls don’t have a specific date in which they were released but it’s believed they have been around for at least a decade.

Monster High is an American fashion doll franchise created by Mattel and launched in July 2010. The characters are inspired by monster movies, sci-fi horror, thriller fiction, and various other creatures. Monster High was created by Garrett Sander.

Moxie Girlz were a line of fashion dolls introduced by MGA Entertainment in 2009. These dolls are targeted at girls ages 6+. The four original 10.6-inch dolls are named Lexa, Bria, Avery, and Sophina, with others named Kellan, Monet, Merin, Ida, and Amberly.

Companies that Bratz would currently be seen as in competition with, or — when Bratz was active — who was competing in the same space.

3.3 ADJACENT

COMPETITORS Who Are My Competitors?

ALEX TOYS, INC.

GOSSIP GIRL

DISNEY PRINCESS

Gossip Girl is an American teen drama television series based on the book series of the same name written by Cecily von Ziegesar. The series, created by Josh Schwartz and Stephanie Savage.

Disney Princess, is a media franchise and toy-line owned by The Walt Disney Company. Created by Disney Consumer Products chairman Andy Mooney in the early 2000s.

NINTENDO SWITCH

KLUTZ

GIRL SCOUTS OF THE USA

With a commitment to helping children become more active and develop their imagination and creativity, Alex Brands offers toys, games for children of all ages.

Introducing Nintendo Switch, the new home video game system from Nintendo. In addition to providing single and multiplayer thrills at home, the Nintendo Switch system can be taken on the go so players can enjoy a full home console experience anytime, anywhere.

Here’s the Klutz credo: Create wonderful things, be good, have fun.

Klutz was incorporated in 1977 in Palo Alto, California, by three friends from Stanford University.

Girl Scouts of the United States of America, commonly referred to as simply Girl Scouts in the US, is a youth organization for girls in the United States and American girls living abroad.

BRATZ Visual Development Guide

KUROBA PLAYMATES TOYS

GIRLS’ LIFE

QWIRKLE

GYMBOREE GROUP, INC.

Sutikki, the kids and family division of Bento Box Entertainment has formally introduced Kuroba, a new toy-based brand for kids. Kuroba will be aimed at girls aged six to nine.

Qwirkle is as simple as matching colors and shapes, but this game also requires tactical maneuvers and well-planned strategy. Earn points by building rows and columns of blocks that share a common shape or color.

Girls’ Life is an American teen magazine, which contain information and advice on topics such as fashion, cosmetics, hairstyles, relationships, peer pressure, time management, stress-relief, and self-esteem.

Gymboree Group, Inc. is an American corporation that operates a chain of over 1,200 specialty retail stores of children’s apparel in the United States, Puerto Rico and Canada. Bain Capital acquired the company in 2010.

If customers didn’t spend money in Bratz, where might they spend money? I listed some brand that out of the fashion dolls industry but attract the same group of customers by sharing the same value and passion.

3.4 ASPIRATIONAL

COMPETITORS Who Are My Competitors?

YWCA USA

WRITEGIRL

GIRLS, INC.

SHE’S THE FIRST

GIRLS WHO CODE

GIRL UP

YWCA USA is a nonprofit organization dedicated to eliminating racism, empowering women, and promoting peace, justice, freedom, and dignity for all. It is one of the “oldest and largest multicultural organizations promoting solutions to enhance the lives of women, girls and families.”

She’s the First is an award-winning non-profit organization, headquartered in New York City, that fights gender inequality through education.

As of January 2018, the organization has provided scholarships for more than 1,100 girls across 11 countries, while supporting the efforts of 225 independent campus chapters.

Giving women and girls a voice is one of the most effective ways to advance the gender equality conversation.

WriteGirl, a Los Angeles-based creative writing and mentoring organization, spotlights the power of a girl and her pen.

Girls Who Code is a nonprofit organization which aims to support and increase the number of women in computer science. The organization is working to close the gender employment difference in technology and change the image of what a programmer looks like.

Girls Inc. is a United States 501 nonprofit organization that encourages all girls to be “Strong, Smart, and Bold” through direct service and advocacy.

The organization equips girls with the skills to navigate through economic, gender, and social barriers and to grow up as independent individuals.

Girl Up is a movement committed to empowering generations of girl leaders with a goal to impact 100,000 girls by 2020. “Girls are powerful.

When they’re educated, healthy, and safe, they transform their communities.”

BRATZ Visual Development Guide

AMERICAN HERITAGE GIRLS

SMARTY GIRL

GIRLS ON THE RUN

GIRLS IN TECH

The American Heritage Girls is a Christian-based Scouting-like organization. The organization has more than 43,000 members with troops in all 50 states in early 2017, plus Americans living in twelve other countries.

Girls on the Run is a North American non-profit program that works to encourage pre-teen girls to develop self-respect and healthy lifestyles through dynamic, interactive lessons and running games, culminating in a celebratory 5k run.

The Smarty Girl mission is to empower young girls to pursue what makes them unique through clever clothing that encourages curiosity.

Girls in Tech is a global non-profit organization focused on the engagement, education, and empowerment of women in technology.

According to the new Bratz mission, identify 10 companies that new Bratz would like to be seen in competition with after a successful rebranding initiative. This should be future focused and reflect on the new Bratz objective.

BRATZ Visual Development Guide

Visual Strategy Guide

BRATZ

BRATZ

Visual Strategy Guide

MIN HUEI LU Designer

BRATZ Visual Development Guide