Putting Bratz back on her stage.

Identify a dying or defunct brand and revive it through a new strategic plan while staying true to its soul. The goals were to research the brand’s past and mission and create a new brand identity as well as a future direction.

Bratz, an American product line of fashion dolls, once challenged the monopoly status of Barbie in the children’s market. Introduced by MGA Entertainment and created by Carter Bryant, Bratz became an overnight sensation. Launching a range of dolls made up of 75% ethnic minorities, Bratz not only diversified the racial identities in children’s toys but also transformed the ideas in which young girls are reimagining their social and gender identities.