Rosalind Wiseman

I have a slight problem with Bratz.  Let me be clear that this encompasses all iterations–from the Bratz dolls to Bratz Babies, Bratz Petz and Bratz movies. No form of their merchandising is tolerable to me.  First, I don’t enjoy the “z” on the end. Proper grammar should be mandatory in all stocked and shelved merchandise.  But more importantly, the Bratz products undermine my work – which is a driven attempt to nurture the social and emotional development of young people.  Bratz magnify the disturbing trend of young girls growing up way too fast.  Our society complains about the hyper-sexualization of young girls, yet markets a scandalous product that exemplifies this very issue.

I personally believe they belong on the shelves of an “adult” shop, not in the bedrooms of young and impressionable girls.  Below is a brief rant list of why:

• Bratz dolls not only perpetuate gender stereotypes, but cultural stereotypes as well. Children do not have the cognitive ability to recognize futile and destructive effects of mind warping advertising.
• Bratz dolls emphasize the importance of fashion and looks, rather than brains and personal achievement.  At least Barbie has an impressive resume.
• Bratz dolls reiterate the atrocious message to children that they have to be sexy to be taken seriously in our society.
• Bratz accessories include everything we don’t want our kids to have – skimpy clothes, cell phones, makeup, and extravagant jewelry.  I am anxiously waiting for the day I can blog about the dolls that comes with a free pregnancy test.
• Both the Bratz cartoon and movie portray the dolls as highly materialistic and superficial – a “G” rated version of “Gossip Girls.”
• www.mybratzgames.com – seriously?
• Bratz Petz are absurd.  Ridiculous. Or as my assistant principal would say, slap crazy.  I don’t have articulate words.  See for yourself.
• The description for the new “Baby Bratz” reads – “Before the Bratz were everybody’s favorite fashion friends, they were the Baby Girls with a Passion for Fashion!  This is where it all began – the funky fashions, the sizzlin’ accessories and the far-out friendship!  Look out, these Babyz already know how to flaunt it, and they’re keeping’ it real in the crib!”  WHO WOULD PURCHASE THIS FOR A TODDLER? Please email me if you have.
• There is a Pajama Party Bratz line that comes with “luscious loungewear.” Nothing designed for a child should contain the world luscious. Ever.
• Lastly, I cannot give my girl power seal of approval on any children’s toy that has more cleavage than me

If you read my “Happy Birthday Barbie” blog, I noted I generally don’t let these things affect me because they are, in fact, toys.  However, some toys completely cross the line between fantasy play and reality.  Our society puts enormous pressure on girls to achieve stereotypical perfection – which doesn’t exist.  This product highlights, markets, and makes a large profit demoralizing women.  It’s not right.