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Bratz is an American product line of fashion dolls and merchandise manufactured by MGA Entertainment. Five original 10" dolls were released in 2001 – Cloe, Jade, Sasha, Yasmin & Meygan. They featured almond-shaped eyes adorned with eyeshadow, and lush, glossy lips.〔 Bratz reached great success and the original line of dolls was expanded with a number of spin-offs like Bratz Kidz, and Bratz Babyz, as well as media featuring the Bratz characters, including a movie, TV series, music albums and video games. In 2005, global sales were two billion dollars and by 2006 Bratz had about forty percent of the fashion-doll market.〔 Bratz have provoked controversy in several areas. From the dolls' stylized proportions to fashion-forward clothing, the brand has always followed pop culture trends closely. For years, MGA Entertainment was involved in a lengthy legal dispute with Mattel over the rights to the Bratz design. In 2011, the dispute ended with MGA as the victors.〔(- "Mattel must pay MGA $310 million in Bratz case" )〕 Related litigation is ongoing in a lawsuit by MGA alleging Mattel's theft of trade secrets.〔MGA Entertainment#lawsuit〕 In early 2010, Bratz took a brief hiatus after Mattel's first lawsuit and returned later that year to commemorate the 10th Anniversary of the franchise. The dolls returned with a distinct new look, heavily inspired by that of the brand's earliest artwork, and what MGA described as "more ample clothing" in an attempt to please the brand's critics.〔http://www.boston.com/business/articles/2010/07/27/new_bratz_dolls_set_for_august_debut/〕 Despite their intent, the new dolls were met with mixed reactions from fans. Because of the lukewarm response to the first season's offerings, the brand underwent several changes between 2011 and 2013 in the hope of fully satisfying the needs of its fans. The final and most drastic change occurred in 2013, as the dolls were again revamped with a taller body and an all-new logo and branding.〔http://www.prnewswire.com/news-releases/bratz-dolls-stand-tall-for-a-new-generation-190681081.html〕 Despite a slight increase in interest after this change, many fans were still left dissatisfied. It was because of this response that MGA Entertainment made the decision to completely overhaul the Bratz brand throughout 2014, in an effort to return the brand to its roots. As a result, none of the Bratz 2014 product line was offered to North American retailers. In July 2015, a set of new dolls were released, introducing a new main character, a new slogan, and a new website design. The Bratz logo was also reverted to the original font. The bodies were changed to be 10" tall again, but with a new body and head mold. The face paint was changed to match the new artwork that was heavily inspired by the original artwork. A stop-motion web series premiered in August, 2015. The Bratz app was released in September 2015 to accompany the new dolls and web series. ==Products and history== Though Bratz dolls fared poorly at their May 2001 debut—mostly due to the long-held monopoly by Barbie — their popularity increased the following Christmas. In their first five years, 125 million were sold worldwide,〔 and, in 2005, global sales of Bratz and Bratz products reached two billion dollars.〔 In 2006, a toy-industry analyst indicated Bratz had captured about forty percent of the fashion-doll market, compared with Barbie's sixty percent.〔 The original line of dolls has generated a number of spin-offs such as Lil' Bratz, Bratz Boyz, Bratz Kidz, Bratz Babyz, Itsy Bitsy Bratz, Bratz Lil' Angelz, Be-Bratz and Bratz Petz as well as films, music albums, video games, and interactive DVDs. :''See also List of Bratz characters The success of the original four dolls generated a quartet of similar dolls in 2002 and 2003. Sets of twins were also introduced. The dolls were sold separately and in themed environments. Accessories such as playsets, furniture, and cars are also released. Four Bratz Boyz were released in 2002 with others debuting in 2003, 2007 and 2008. Bratz also includes Bratz Boyz & Twiinz. Lil' Bratz (2002) are miniature versions of the original five Bratz and eventually included Lil' Boyz based on the Bratz Boyz. In 2007, a clothing line was released called Lil' Bratz Couture. (詳細はBratz Kidzを参照) Bratz Kidz, the "kid" equivalent of the teenaged Bratz dolls, were introduced in 2006. The dolls were 6" tall and thus, shorter than the regular Bratz. Bratz Boyz Kidz were introduced in 2007 starring four of the Bratz Boyz. Soon after the release of the Bratz Boyz Kidz, the clothing was changed from fabric to plastic snap-ons. Be-Bratz dolls (2007) were designed for owner customization. With a Be-Bratz USB Key, the doll owner can take a Be-Bratz doll online, name it, and create an online social homepage. Games can be played with the Be-Bratz account to acquire accessories for the doll. In August 2010, to celebrate the 10th anniversary of the franchise, MGA released their first Bratz dolls in what was then, one year.〔 In addition to two "comeback" collections, MGA also released 10 new female Bratz characters on 10 October 2010. Bratz Party and Talking Bratz were in Target, Toys R Us, and Wal-Mart stores. (詳細はBratzillaz were released as a spin-off line, depicting the 'witchy cousins' of the Bratz. In 2013, Bratz got a new logo, a new slogan, and the dolls all get new bodies with articulated arms, with a height to match their competitor Barbie while keeping their unique faces, and sporting brand new fashions. Only Cloe, Yasmin, Jade, Sasha, Meygan, Fianna, Shira, Roxxi, and Phoebe have been made in the new bodies. In January 2014, it was revealed that the Bratz would go on another hiatus (but only for the United States) for an entire year, in an attempt to rebuild the brand. This decision was made due to the brand's decreased popularity after their previous hiatus in 2010, which resulted from the lawsuit against Mattel. MGA Entertainment felt that it rushed the Bratz comeback in Fall 2010 to celebrate the brand's 10th Anniversary, and the company wanted to give Bratz the comeback it truly deserved. The Bratz returned in July 2015 with the introduction of Raya, a new character (despite sharing the same name with a previous character), to accompany the original main four. The Bratz logo was also reverted to the original and a new slogan was adopted. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Bratz」の詳細全文を読む スポンサード リンク
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