D’Attitude, queer and stylish are words that best describe the dolls that enthralled the attention of young and teen girls alike. Since the first release of this doll brand in June of 2001, the dolls instantly gained strong popularity and have overtaken Barbie being the number one line of toy dolls in many countries, which comprise France, Italy, Spain and Israel. It has also turned out to be the top rated fashion doll in Australia and the United Kingdom. That same year they were made public, the toy dolls already garnered two awards -- Family Fun's Toy of the Year award and the Toy Industry Association' (TIA) People's Choice Toy of the Year award. To date, the Bratz dolls have already earned numerous recognitions internationally.

What possibly made the dolls amazingly controversial is the doll’s appearance. Barbie had dominated the world long enough and kids had probably gone bored with curvy and classy dolls. So, when Bratz dolls were introduced by MGA Entertainment, young girls were given a totally out of the ordinary alternative. The credit should be given to Carter Bryant, creator of the Bratz dolls and is also an on-and-off employee of Martell, maker of Barbie.

An Iranian immigrant and CEO of MGA Entertainment, Isaac Larian, did not like the concept when the sketch of the dolls was first presented to him in his place of work by the toy designer. On one account, Larian revealed that he honestly thought "it looked weird and ugly" until he had asked his daughter who was also in his office that day what she thought of the rough draft. The CEO's daughter liked it and there started it all. The dolls made Larian a billionaire in 2005 when global sales of all Bratz merchandises reached two billion dollars.

During the Bratz’ launch in 2001, four dolls were introduced with the names Cloe, Sasha, Jade and Yasmin dressed in urban fashion. Eventually, more characters were added and seriously, there are too many to mention. Some of the Bratz characters are: the twins Phoebe and Roxxi, Meygan, Katia, Dana, Fianna, Kumi, Felicia, May Lin, Velentina, Nona, Tess, Siernna, Lana, sisters Kiani and Lilani, just to name a few. All Bratz dolls are multi-ethnic.

The Bratz dolls are celebrated for their oversized heads; lush and glossy lips fringed with dark lip liner; huge and almond-shaped eyes; large feet, which are hook-on. The footwear is connected to the legs and this makes the dolls more peculiar. At least, they can stand on their feet without help. Put side by side, Bratz dolls are rather shorter (just ten inches while Barbie dolls measure 11 inches and five centimeters) and more bulky than Barbie dolls. These dolls are also well-known for their outlandish outfits and accessories. Bratz dolls live up to the line, “girls with passion for passion”, which both young and teenage girls find more appealing. More Bratz lines were introduced later on including Lil’ Bratz, Bratz Boyz, Bratz Babyz, Bratz Petz, Bratz Kidz and Be-Bratz.