Barbie the doll brand is going to get tough competition from Kardashian celebrity Kelly Jenner’s brand Bratz launched on Tuesday.
Step aside, Barbara Millicent Roberts, as the world of pop culture welcomes another viral doll sensation. Bratz, the iconic bad-girl rivals of Barbie, are stealing the spotlight with their latest collaboration featuring none other than Kylie Jenner.
In a groundbreaking move, the limited-time Mini Bratz x Kylie Jenner collection was unveiled on Tuesday, marking the first time a celebrity has been immortalized in the form of one of these dolls. Bratz dolls became a cultural phenomenon in the 2000s, captivating audiences with their bold alternative style, exaggerated features, and diverse skin tones, accumulating an astonishing $2 billion in sales from 2001 to 2006, just within their first five years on the market.
The new capsule collection features six different iconic looks of Kylie Jenner, all “Bratzified.” These outfits include her striking lavender feathered Versace mermaid gown from the 2019 Met Gala and the veiled all-white Off-White ensemble she flaunted at the same event three years later. The manufacturer of Bratz, MGA Entertainment, has even hinted at a forthcoming “full line” of Kylie dolls set to be released in the upcoming weeks.
Bratz dolls have long been revered for elevating the feline-eyed, full-lipped, and high-cheekboned “Instagram-face” as a beauty standard—an aesthetic that Jenner and her family have embraced and popularized even before the rise of Instagram. Therefore, it comes as no surprise that Kylie Jenner has ventured into the uncanny valley by becoming the very doll she has occasionally been compared to.
“I have been a fan of Bratz since childhood and I’ve always wanted my own Bratz doll,” Jenner said in a press statement, adding that she has, “loved every step of the process this past year in creating these dolls alongside the Bratz team.”
Bratz creative director Jasmin Larian said that Jenner “truly embodies everything Bratz has stood for since its inception 22 years ago — from being disruptive and rebellious to energetic and expressive.”
**Taking the lead from CNN