Kids growing up in the early 2000s absolutely loved the cool girl quartet, however this show was one to raise many parents' eyebrows. There was always some sort of hesitation in parents allowing their child to grow up watching the "baddie" persona show (as can be observed by the name: Bratz) out of fear of their child growing up to become a "brat". This franchise thus ended up becoming victim to several controversies regarding its products.
There was always something about the girls: Chloe (nicknamed Angel), Jade (nicknamed Kool Kat), Sasha (nicknamed Bunny Boo) and Yasmin (nicknamed Pretty Princess) that would attract young children. The modern, urban, vibrant, diverse, fashion-focused trope, and the characters making their way in life and following their dreams would be something any young girl could easily get hooked onto. It would indulge in contemporary fashion styles and even adopt the use of a typical "valley girl" modern day teenage accent. However, the show did include the depiction of certain mature themes which would alert parents into keeping an eye on what their child was consuming. One such example would include showing sexual tension and quite mature elements of romantic interest between some characters. The characters could often be seen pointing out to "hot guys" amongst themselves and encouraging flirting, even though kids would be watching. Additionally, there have been multiple episodes where the Bratz girls are seen rivalling against another group of mean girls, with each side shaming each other on body issues and calling names.
Some of the other controversies surrounding this franchise include the oversexualization of teenage girls/minors. Bratz can be seen to have big, full lips, and the characters in the franchise are often seen wearing tight mini skirts. The characters are also shown to be
partying and going to clubs. A quote from the American Psychological Association from 2007 sums up the controversy well: "...Although these dolls may present no more sexualization of girls or women than is seen in MTV videos, it is worrisome when dolls designed specifically for 4- to 8-year-olds are associated with an objectified adult sexuality."
Another example is when the dark-skinned charater Sasha was cut off from the franchise's collection of dolls and the official artwork in Hong Kong, with claims from a Bratz customer service representative stating that the doll was just not very popular with the kids, even though the show was designed to be diversive and inclusive, without assigning races to any of the girls. However, the franchise later countered saying that this was not the case and that there needed to be proper market research done regarding the matter.
This begs the question: Should a bunch of 8-10 year olds really be allowed to engage with such a franchise? Would it be better suited for audiences that are much older, such as early teens and onwards? Perhaps, the answer would vary from parent to parent. However, what could be considered is controlled exposure to the show by the adults. Kids could be taught to determine right from wrong as they watch the show, however this responsibility would reside with the parents. Perhaps, early exposure could help the kids in making smart choices in the future, as they would be equipped with awareness and advice from their care-givers. This could also help them make a smooth transition as they grow up and eventually go through the further stages of life.
I think you've brought a very important issue to light through this article. I remember, as a kid, I was also really intrigued by the bold and fashionable characters in Bratz but my mother refused to allow me to watch it. Nevertheless, I did have a lot of Bratz-themed colouring books and magazines so I was exposed to the problematic presentation and sexualisation of the girls. I think you're right, the romantic themes are not suitable for younger kids but the empowering language used by the Bratz girls could definitely teach girls to be confident in themselves and not let anyone tell them who they should be or what they can do. As a kid, I loved seeing the bold…
The "Bratz" franchise undoubtedly holds a unique place in the hearts of many who grew up in the early 2000s, with its vibrant characters and fashion-forward themes. However, the controversies surrounding the show highlight important concerns about the appropriateness of its content for young children. The depiction of mature themes, such as romantic interests and body shaming, raises valid questions about the impact on impressionable minds.
The issue of oversexualization is particularly troubling, as it reflects broader societal trends that can influence how young girls perceive themselves and their worth. The exclusion of the dark-skinned character Sasha in certain markets also points to the ongoing challenges of true diversity and inclusion in media. Given the potential benefits and risks, how…
I remember my own experience with bratz. I absolutely loved them, it was the one thing I followed like a fangirl throughout my childhood. From the games to their movies to the books, I had it all. But what you have mentioned is justified, a friend of mine was not allowed to watch any of it as her parents had reservations about the content shown and the way these girls acted. As a young girl, these girls following her aspirations and dressing up in such a cool manner was enough to get me hooked. I still remember I had copied the entire outfit for my own birthday. Growing up I realised how the show had majority of problematic themes which…
I think this is such an important topic that needs to be addressed, as the content that we show young children has a huge impact on their mindset as they age. I remember watching Bratz as a child, and being in awe of the clothes they wore and the way they looked. As an adult, I can look back and identify the unrealistic body standards that the show perpetuated onto children, which can be detrimental to someone's mental health. Another example that comes to mind is the show Barbie, which is another clear instance of body standards on young girls. These standards are not only implemented on girls, but boys watching then expect women to then act and look the…
Your analysis of the Bratz franchise offers a nuanced perspective on its influence on young viewers, balancing its appeal with the controversies it has generated. The modern, diverse characters and their fashion-forward lifestyle indeed captivated many children, but oversexualization of the kid's toy/show sparked legitimate concerns among parents. I agree with you in saying that an older age group should have been targeted. The oversexualization and body-shaming elements in Bratz are also concerning as they can reinforce unrealistic body standards as well as negatively affect children's self-esteem. The dolls exaggerated features (Big lips and eyes), tiny waists and constant make up can contribute to a distorted perception of body image and beauty norms amongst the children who played with them.