Barbie's decades-long dominance of the doll market is now facing a strong challenge from Bratz, which has already overtaken the Mattel Inc। brand in many countries around the world as the top-selling fashion doll.

Launched by MGA Entertainment Inc. in 2001, the Bratz line also offers outfits, playsets, and even video games and DVDs, with a motion picture scheduled for release in 2006. The Bratz characters include Dana, Sasha, Cloe, Phoebe, Yasmin, Jade, Roxxi, Nevra, Kumi and Meygan.
Bratz has already been recognized by various toy industry groups. The doll has been named Toy of the Year by both the Toy Industry Association and Family Fun, while the Licensing Industry Merchandisers Association has given the Character Brand License of the Year award to Bratz.
The surging sales of Bratz dolls worldwide has strongly affected Barbie's sales, and has already led to a management revamp at Mattel Inc. Mattel brands president Matthew Bousquette tendered his resignation in October 2005, with the division to be reorganized under a single unit headed by ex-Fisher Price executive Neil B. Friedman.
The restructure reflects how much market share has declined for Barbie and skyrocketed for Bratz. Market analysts also feel that the multi-ethnic looks, big heads and edgy appeal of Bratz dolls are now more popular with girls, who have apparently tired of the "cleaner" look of Barbie. Displays of Barbie at Target Corp., Wal-Mart Stores Inc. and other major US retailers have given way to greater and more prominent shelf space for Bratz.
The 10" Bratz dolls are shorter than the 11.5" Barbie dolls. However, the MGA brand has moved ahead of its rival due also to their diva-like appearance, the line's "fashionista" apparel, and detailed accessories. Bratz dolls also have their shoes and feet attached, making it easier to change shoes and to better keep all removable parts together.
MGA Entertainment is apparently not relaxing despite the huge market success of its doll line. For 2006, the company is reportedly launching new themes for Bratz dolls.
Yellow and black will be the hallmark of Bratz Dynamite, which will feature Meygan, Cloe and Nevra. These dolls will come in bikes and outfits using the same color combinations.
A masquerade ball is the theme of the Midnite Dance Line. Gothic designs, Victorian-era costumes and individual masks in shades of purple, black and dark blue will characterize these Bratz dolls. The set will also include a huge black car.
Red is the predominant color for the Bratz Campfire dolls, which draw their inspiration in part from the 2004 wintertime dolls. This line comes with a red jeep as the mode of transport.
Horses and a western outlook are the themes of Wild Wild West Bratz, while the Oooh La La Line will mark the Winter Time Bratz, with Dana, Cloe and Kumi coming in pink, lilac and plaid combinations.
The Rock Angelz Bratz Dolls are being touted as the company's top product next year. The release of this line will also include CDs and a movie.
The other upcoming lines include: Bratz Babyz; Bratz Pretty N Punk; Bratz Twiinz; and the London-themed Bratz Pretty N Punk Party Spot, which includes the Bratz Boys.
MGA is offering variations of Bratz Babyz in the Carriage Cruiser and Motor Bike lines. Bratz Pretty N Punk will also come under the Phone Booth collection, which includes an LED display, moveable handset and graffiti stickers.