Labor conditions:
On December 21, 2006, the National Labor Committee announced that the factory workers in China, who make Bratz dolls, labored for 94½ hours a week, while the factory paid only $0.515 an hour. The cost of labor per doll was $0.17. The retail price for a single doll ranges between $9.99 to $22.99, depending on the included items and specific retailer.
The allegations in the report describe practices found at many Chinese factories producing name-brand products for export. They include required overtime exceeding the legal maximum of 36 hours a month, forcing workers to stay on the job to meet stringent production quotas and the denial of paid sick leave and other benefits. The report shows copies of what it says are "cheat sheets" distributed to workers before auditors from Wal-Mart or other customers arrive to make sure the factory passes inspections intended to ensure the supplier meets labor standards. It said workers at the factory intended to go on strike in January 2007 to protest plans by factory managers to put all employees on temporary contracts, denying them legal protection required for long-term employees.
After the announcement, the CEO of MGA Entertainment, Isaac Larian sent a statement on December 24, 2006, via e-mail to a fan site of the doll line, Bratz World,[9] and another two days later to Playthings Magazine stating that the information is false and the company is not familiar with the company named in the report and MGA uses first rate factories in "the orient" to make its goods, like Mattel and Hasbro do. Larian said that he never heard about the news or of "the organization who is behind this negative and false campaign immediately prior to the last holiday shopping weekend."
Sexualization controversy:
New concerns over the body image and lifestyle the Bratz dolls allegedly promote were raised by the American Psychological Association when they established their "Task Force on the Sexualization of Girls" in February 2007. In their published report, they cited concern over the adult-like sexuality the Bratz dolls allegedly portray.
Bratz dolls come dressed in sexualized clothing such as miniskirts, fishnet stockings, and feather boas. 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.
— APA Task Force on the Sexualization of Girls, Report of the APA Task Force on the Sexualization of Girls
Bratz were not the only dolls to be criticized in this report, which highlighted not only toys but also other products and the wider media; including the Bratz animated series. In the United Kingdom, a spokesman for Bratz defended the toy line by saying that Bratz are purchased by over-eights and are directed to the preteen and teen market. They are for 10–18 year old girls, and that the focus on the dolls while on looks was not on sexualization and that friendship was also a key focus of Bratz dolls.
The Bratz brand, which has remained number one in the UK market for 23 consecutive months focuses core values on friendship, hair play and a 'passion for fashion'.
— Bratz spokesman, 'The Daily Telegraph
The spokesman quoted Dr. Bryan Young of Exeter University as saying "parents may feel awkward but I don't think children see the dolls as sexy. They just think they're pretty". Isaac Larian, in comments given to the BBC, voiced the opinion that the report was a "bunch of garbage" and that the people who wrote it were acting irresponsibly.
Legal actions:
The Bratz range of dolls have affected the sale of Mattel's leading fashion doll, Barbie. In 2004, sales figures showed that Bratz dolls outsold Barbie dolls in the United Kingdom, although Mattel maintained that in terms of the number of dolls, clothes and accessories sold, Barbie remained the leading brand. In 2005, figures showed that sales of Barbie dolls had fallen by 30% in the United States, and by 18% worldwide, with much of the drop being attributed to the popularity of Bratz dolls.
