Though Bratz dolls fared poorly at their May 2001 debut, their popularity increased the following Christmas. In their first five years, 125 million were sold worldwide, and, in 2005, global sales of Bratz and Bratz products reached two billion dollars. In 2006, a toy-industry analyst indicated Bratz had captured about forty percent of the fashion-doll market, compared with Barbie's sixty percent.
The original line of dolls has generated a number of spin-offs such as Lil' Bratz, Bratz Boyz, Bratz Kidz, Bratz Babyz, Itsy Bitsy Bratz, Bratz Lil' Angelz, Be-Bratz and Bratz Petz as well as films, music albums, video games, and interactive DVDs.
The success of the original four dolls generated a quartet of similar dolls in 2002 and 2003. Sets of twins were also introduced. The dolls were sold separately and in themed environments. Accessories such as playsets, furniture, and cars are also released.
Four Bratz Boyz were released in 2002 with others debuting in 2003, 2007 and 2008. Bratz also includes Bratz Boyz & Twiinz.
Lil' Bratz (2002) are miniature versions of the original four Bratz and eventually included Lil' Boyz based on the Bratz Boyz. In 2007, a clothing line was released called Lil' Bratz Couture.
Bratz Babyz debuted in 2004 with infant accessories such as bottles and blankets. Characters from the regular Bratz line have been released as Babyz. Bratz Lil' Angelz (2007) are the newborn, collectible version of Bratz Babyz. Smaller than regular Bratz Babyz, they include their own newborn pets.
Bratz Petz debuted in 2004 and were discontinued in 2006. They were plush toys resembling foxes, cats, and dogs with their own bags, clothes, and accessories. Bratz Petz have been re-released in Australia and the UK with bobble heads and accessories.
Bratz Kidz, the "kid" equivalent of the teenaged Bratz dolls, were introduced in 2006. The dolls were 6" tall and thus, shorter than the regular Bratz. Bratz Boyz Kidz were introduced in 2007 starring four of the Bratz Boyz. Soon after the release of the Bratz Boyz Kidz, the clothing was changed from fabric to plastic snap-ons.
Be-Bratz dolls (2007) were designed for owner customization. With a Be-Bratz USB Key, the doll owner can take a Be-Bratz doll online, name it, and create an online social homepage. Games can be played with the Be-Bratz account to acquire accessories for the doll.
In August 2010, to celebrate the 10th anniversary of the franchise, MGA released their first Bratz dolls in what was then, one year. In addition to two "comeback" collections, MGA also released 10 new female Bratz characters on 10 October 2010. Bratz Party and Talking Bratz were in Target, Toys R Us, and Wal-Mart stores.
In Fall 2012, the Bratzillaz were released as a spin-off line, depicting the 'witchy cousins' of the Bratz.
In 2013, Bratz got a new logo, and the dolls all get new bodies with articulated arms, with a height to match their competitor Barbie while keeping their unique faces, and sporting brand new fashions. Only Cloe, Yasmin, Jade, Sasha, Meygan, Fianna, Shira Roxxi, and Phoebe have been made in the new bodies.
In January 2014, it was revealed that the Bratz would go on another hiatus (but only for the United States) for an entire year, in an attempt to rebuild the brand so Bratz would come back on top in 2015. This decision was made due to the brand's decreased popularity after their previous hiatus in 2010, which resulted from the lawsuit against Mattel. MGA Entertainment felt that it rushed the Bratz comeback in Fall 2010 to celebrate the brand's 10th Anniversary, and the company wanted to give Bratz the comeback it truly deserved. And it was a decision that MGA Entertainment realized was long overdue. All Bratz dolls that had been produced for 2014 were not released in the United States and sold internationally, as MGA Entertainment outlined its plans for the Bratz big return to the United States in 2015.
