MGA Entertainment's Bratz line of dolls and accessories debuted in 2001 as a hip alternative to Mattel's Barbie, and quickly became the longstanding doll brand's biggest competitor.
The Bratz -- trademarks Cloe, Sasha, Jade, Yasmin, and Roxxi -- were "Girls with a Passion for Fashion." Referred to as "lifestyle fashion" dolls, they embodied a confident, edgy, and fashion-forward 21st century version of the Spice Girls' old "Girl Power" slogan. Despite some complaining from concerned parents and conservative groups, the Bratz line quickly took hold of the 'tween market, and captivated 9-12 year olds with a range of clothing styles, accessories, and play sets. In July 2005 MGA introduced the "Rock Angelz" line of Bratz dolls. Decked out in vintage leather and newsboy caps and sporting electric guitars, the quintet became their very own rock band. Coinciding with the doll line's introduction was a third-person exploration video game, a full-length animated film, and the Rock Angelz soundtrack, which featured the single "So Good" as well as theme songs tailored to and "sung" by each character. The album included contributions from ace pop songwriters like Jörgen Elofsson (Britney Spears' "[You Drive Me] Crazy") as well as Matthew Gerrard, who'd worked with Hilary Duff and Kelly Clarkson. Genie Magic, the soundtrack to the Bratz's second direct-to-video movie, arrived in spring 2006. Hot on its heels was Forever Diamondz, the musical tie-in to Bratz Passion 4 Fashion Diamondz, which was released that fall. ~ Johnny Loftus