Hey Angelz!
The time has finally come… after seven years, the Bratz have made their playline comeback with their newest line: Alwayz Bratz! And when I say playline comeback, I mean completely brand-new designs of the core four characters at the playline price point, which we haven’t seen since 2016’s Instapets. So, what’s the big deal about Bratz having new playline and why is this comeback so important? If you’re wondering that, then this is the article for you!
If you haven't kept up with Bratz news in the past few years, then here’s a brief rundown of what’s happened in the Bratz world that has led to this moment! Bratz was discontinued in 2016 after a failed reboot that started the year prior, leading the brand to go on an indefinite hiatus until Fall 2018 when the Hayden Williams-designed Bratz Collector line was released. The brand would go silent on social media for a year until its ninteenth anniversary in May 2020, just a week after the launch of none other than LookinBratz.com! The Bratz brand was focused on coming back via licensed clothing and lifestyle collaborations with various companies before re-entering the doll market with reproductions of its debut line in May 2021 in time for the brand’s twentieth anniversary. Since then, the brand’s doll lineup has consisted primarily of reproductions (20 Yearz/Series 1 and its successors Series 2 and Series 3, Rock Angelz, Girls Nite Out, Pretty ‘N’ Punk), designer and celebrity collabs (GCDS, JimmyPaul, Cult Gaia, Mowalola, Kylie Jenner), and one-off collector dolls (Holiday Felicia, Sweet Heart Meygan, the Tweevils). 2024 seems to be ushering in a revamped era for Bratz, with its lead Spring releases consisting of Bratz Babyz reproductions and, of course, Alwayz Bratz. We had a taste of new playline with the release of Pretty ‘N’ Punk Sasha last year, but we haven’t had a full new playline release since 2016.
Our first peek at Alwayz Bratz was in June 2023 when a Brazilian influencer received a PR package from an international MGA Entertainment office with a postcard featuring an early version of the Alwayz artwork—at this time, it was unknown what this artwork was for. Shortly after, the artwork was featured at MGA’s booth at the Las Vegas Licensing Expo. In late September, Target inventory listings confirmed that the core four would be released as part of a new collection titled “Alwayz Bratz” named after the brand’s latest short-form animated series; at New York Toy Fair later that month, updated versions of Yasmin and Cloe’s artwork were featured at one of their distributor’s booths. On Halloween, we got our first look at the actual Alwayz dolls; then, by December, the dolls slowly started making their way to Walmart stores across the United States.
A lot has led up to this moment, but that is the Bratztory behind it in a nutshell! Now, wondering what’s the tea on the Alwayz Bratz dolls? The Bratz team at MGA Entertainment was kind enough to send me the full set of the Alwayz Bratz collection! Keep reading for a detailed review on the brand-new Alwayz Bratz dolls, including tons of pictures plus details on the dolls’ fashions, faces, and accessories!
Read More