The recent collaboration between popular toy brand Bratz and celebrity Kylie Jenner has sparked mixed reactions among fans and the doll community. Bratz described Jenner as embodying the spirit of their dolls, from being disruptive and rebellious to energetic and expressive. The new collection features six minidolls inspired by some of Jenner’s iconic red carpet looks.
While some fans praised the collaboration, many expressed disappointment that the first celebrity Bratz doll was a white woman, given the toy’s significance among Black girls and other girls of color. The fact that Jenner has faced accusations of cultural appropriation and blackfishing in the past has added to the discontent among Bratz enthusiasts.
Bratz dolls, introduced by MGA Entertainment in 2001, were celebrated for popularizing non-Eurocentric beauty in the mainstream, appealing to many nonwhite young women who found themselves represented in the dolls’ ambiguous ethnic features. However, this same ambiguity has also created space for cultural appropriation.
The doll community was perplexed by the choice of Kylie Jenner as a collaborator, with some questioning her influence and relevance as a fashion icon compared to other potential celebrities. However, Jenner’s massive following and marketing power still made her an appealing choice for Bratz.
While some users found the Jenner doll’s skin tone inaccurate, others highlighted that both Jenner and Bratz have profited from creating ethnically ambiguous features. Still, fans are hopeful for future Bratz collaborations with artists like Rihanna, Aaliyah, Marsai Martin, or Keke Palmer.
Ultimately, the representational power of Bratz dolls lies in consumers’ feelings and experiences with them. The market’s disinterest in affirming diverse identities emphasizes the agency consumers have in creatively consuming and interpreting these dolls.
In the press release, Jenner expressed her excitement about the collaboration, having been a fan of Bratz since childhood. While some fans celebrate the partnership, others hope to see more diverse collaborations that truly represent and empower a broader range of individuals.