Bratz Fashion Pixiez 15th Anniversary: A Retrospective
A promotional picture of Fashion Pixiez Cloe and one of the Unicorns.
Hey Angelz!
Fifteen years ago, the Bratz brand took a different direction with its flagship line for the Spring 2007 season with Fashion Pixiez. The brand was no stranger to fantastical themes as Genie Magic proved to be popular the previous Spring, but fans could not help but notice a lot of differences between Fashion Pixiez and other collections in the brand. From the dolls to the movie, Fashion Pixiez has proven to be controversial; either you love it or hate it! Keep reading this article if you want to delve deeper into the history of Fashion Pixiez and its impact on the Bratz brand.
THE DOLLS, PLAYSETS, AND SPINOFFS
Quite possibly one of the most controversial moments in Bratztory is the fact that the Fashion Pixiez dolls do not match the looks from the movie. Originally set to don dark long-sleeve shirts with pixie-wing graphics and high ponytails with multicolored streaks, the dolls were stripped down to wearing colorful tank tops keeping the pixie-wing embellishments and long middle-parted hair in standard colors. So, what exactly happened that changed the trajectory of this collection? According to many Bratz collectors who have been involved in the community since the Yahoo! Groups days, the original Fashion Pixiez fashions—particularly the black shirts—were not well-received by Walmart as they claimed they were “too dark” for kids; while this remains unconfirmed, it has been the story for nearly fifteen years. Many fans have rallied for reproductions of the Fashion Pixiez in their original prototype looks, while others have come to love the line for what it is; there are also fans who dislike the line and would rather disregard it entirely. The line has definitely grown more popular in recent years, with prices for the dolls skyrocketing on the secondhand market. Lest we forget that Fashion Pixiez Dee would become a popular doll thanks to videos from YouTube user TOKYOCHiiCK22 back in the late 2000s/early 2010s!
Not only did the differences between the prototypes and produced dolls cause controversy within the Bratz community, but the Fashion Pixiez dolls looked different from ordinary Bratz dolls on shelves at the time. The Fashion Pixiez dolls utilized a new head mold that would only be used for this collection, as well as face screenings that differentiated them from other Bratz dolls. They still had that Bratz look, of course, but it was definitely a shake-up for the brand! Additionally, the dolls used a body type that was introduced with Sisterz Lilani the previous year which further differentiated them from other Bratz dolls as they were thinner and slightly taller.
Differences aside, the main collection featured a lineup of the core four Bratz characters—Yasmin, Cloe, Sasha, and Jade—and new character Breeana dressed up in tank tops with pixie-wing graphics and jeans with pixie-wing embellishments layered with tulle skirts and butterfly-shaped belt buckles; the fashions have a glow-in-the-dark feature and are accompanied by pixie wings that can be clipped in to the back of each doll’s body. Each girl has a pixie-themed face tattoo and comes with a magic wand that dispenses glitter, tube of glitter, and Magic Mini Pixie Friend doll that matches their color scheme. To top it all off, the dolls come with a butterfly-shaped hair clip attached at the top of each circular-shaped package. Two additional dolls, Dee and Lina, were released in trapezoid-shaped packaging with similar outfits and wands; however, these characters do not come with face tattoos, hair clips, or Magic Mini Pixie Friend dolls.
A clip from the Fashion Pixiez sizzle reel, which features the prototypes, can be seen in the brand’s tenth anniversary retrospective video at the 1:31 mark.
As with most flagship Bratz lines at the time, the Fashion Pixiez dolls were accompanied by a few spinoff dolls. By a few, I mean a couple. A Babyz Fashion Pixiez Cloe was produced wearing a scaled-down version of Jade’s outfit, while a Kidz Fashion Pixiez Lilani was produced wearing a scaled-down version of Sasha’s outfit with a bonus original outfit. Cloe and Yasmin received Funky Fashion Makeover torsos, which are hard to find these days; no other characters had an FFM in this line, although Breeana did have one in the Magic Hair collection. No playsets were produced for Fashion Pixiez except for a few unicorns, which would later be recycled for the infamous Glowing Unicorn sets in 2011 and whose molds are now being used for MGA’s Dream Ella line. Spring lineups typically have fewer spinoff dolls and playsets, and that is made up for in licensed products which we will discuss later in this article.
For many reasons discussed throughout this portion of the article, the Fashion Pixiez dolls have divided fans over its role in the brand’s legacy. Fashion Pixiez follows the same unfortunate cookie-cutter fashion pattern that was also used in the Forever Diamondz line as the girls wear similar, if not the same, outfits in different colorways. This trend would keep up until Fall 2008, which would prove to be a difficult time for the brand as they faced the original verdict of their lawsuit with Mattel. Coupling the cookie-cutter fashions with unfamiliar head and body molds plus the fact that the dolls did not match their movie counterparts, many fans were disappointed by the direction this line went in.
Despite the brand’s misdirection, I appreciate Fashion Pixiez for what it is and being unafraid to step outside of the box of what standard Bratz dolls look like. I have fond memories of this line, and have recently been trying to recollect all of the dolls. I originally got Sasha back in December 2006; the shelves at my usual Walmart store were empty and my mom offered to buy me a Bratz doll. There was nothing on the shelf except for a singular Fashion Pixiez Sasha, who probably should not have been stocked yet there she was. I did notice the difference between her and my other dolls, but I did not mind and enjoyed that she was different. I would eventually get Kidz Lilani from Toys”R”Us when my mom made me choose between buying her or getting my cousin a gift for his birthday… it’s pretty obvious which option I chose.
A trailer for Bratz Fashion Pixiez.
THE FILM
Pixie dust and secret circles that generate dark magic in a Bratz movie? Yes, you’re thinking of Bratz Fashion Pixiez! Just like the dolls took a new direction for the brand, the film series was changed up as MGA moved film distribution from 20th Century Fox to Lionsgate in November of 2006. With this move came some production changes, more notably a shift away from the Bratz Magazine plotline and a new voice cast. The new voice cast for Bratz Fashion Pixiez, some of whom were previously part of Bratz Babyz The Movie and would go on to be part of future animated Bratz media, included: Britt McKillip as Cloe, Maryke Hendrikse as Yasmin, Ashleigh Ball as Sasha, Brittney Wilson as Jade, Chantal Strand as Breeana, Janyse Jaud as Cymbeline, Sarah Edmondson as Lina, Jillian Michaels as Dee, Adrian Holmes as Dylan, and John Payne as Melvino. This voice cast was incredibly different from the previous ones, with many fans complaining that these voices did not feel authentic to the characters.
To be completely honest, I didn't even notice the voice cast changes as a kid. I can see the difference now as an adult, but this didn’t have the same effect on me back then as it did other fans. It is also alarming to realize that Sasha was being voiced by White women in Fashion Pixiez and the first Babyz movie. The one thing that actually did bother me as a kid was the DVD cover art because of how strange the characters looked, but the brand was known to have some questionable DVD art at the time so it wasn’t too big of a deal and I eventually found it to be an intriguing art style.
Nonetheless, this film has become a classic among both loyal and casual Bratz fans. The film, which follows the Bratz girls as they try to help their new pixie friend Breeana when she learns her sister has succumbed to dark pixie magic in order to gain her pixie wings prior to her eighteenth birthday. This film is tonally darker compared to previous Bratz films; the series was no stranger to fantastical elements, but Fashion Pixiez took it a step further with what some would call an allegory for temptation. Some have compared the idea of the pixie rave as giving in to the temptation of drug use, while others have made biblical connections to the story of Adam and Eve. Regardless of the direction the filmmakers intended storywise, Fashion Pixiez remains a beloved Bratz film. Perhaps it can be argued that the demise of focusing the film series around Bratz Magazine was needed to enhance the future of the series because it allowed the filmmakers to expand storytelling opportunities. Fashion Pixiez is a fun and dark cautionary tale that fans are still entertained by to this day!
Just like the dolls, I cherish the memories I have of this film. I vividly remember the day my mom bought me the Fashion Pixiez DVD. She let me buy a new doll as well, and I chose the Kidz Sleep-Over Adventure Super Secret Manicure Bedroom with Dana (the smell of that nail polish is so nostalgic!) and played with it while I watched the film; I was even more excited when a trailer for the Bratz Kidz Sleep-Over Adventure film played during the opening features of the DVD. I was truly at the height of my love for Bratz at this time in my life and every moment I had engaging with the brand felt special.
THE ALBUM
A playthrough of the Bratz Fashion Pixiez: The Secret Necklace video game.
One of the least talked-about aspects of the Fashion Pixiez lineup is the album, which comes as no surprise. Between Rock Angelz and Forever Diamondz, the Bratz albums were delivering quality music that could easily fit into the Top 40 while staying true to the brand. Genie Magic and Forever Diamondz included many iconic original cuts while incorporating some leftover songs from the television series and previous films. Fashion Pixiez, on the other hand, was a dumping ground for songs that didn’t make the cut in any of its predecessors. The album’s tracklist is comprised of the songs “We’re Gonna Rock”, “One Of A Kind”, “The Groove”, “Ready To Roll”, “Gettin’ It Right”, “Look Closer”, “We Can”, “I Got Your Back”, “Strong Enough”, “It’s A Girl Thing”, “Workin’ Overtime”, “I Won’t Stop”, “Who Dunnit”, and “Just Let Go Now”. Though the unreleased television and film series songs are iconic and deserved the official release, the highlights of this album are definitely those specifically produced for the Fashion Pixiez film. Songs like “One Of A Kind”, “Gettin’ It Right”, “Look Closer”, and “Just Let Go Now” truly fit the vibe of the Fashion Pixiez lineup and deserve their flowers! The album as a whole, however, is arguably not up to par with the brand’s previous work.
THE VIDEO GAME
Did you know that a video game was released to support the Fashion Pixiez lineup? Well… it’s not a video game in the sense of Rock Angelz or Forever Diamondz, but it was a fun add-on to the Fashion Pixiez line! Bratz Fashion Pixiez: The Secret Necklace was an educational video game released for the VTech V.Flash console which followed the core Bratz girls as they prepare for a fashion show when an evil pixie steals an enchanted necklace from them in an attempt to use it to take over the “Pixie World”. Unlike the Fashion Pixiez film, the Secret Necklace video game incorporates one of the Magic Mini Pixie Friend dolls (who refers to herself as a “Mini Pixie”) and a character who is representative of Lina (who is referred to as the “Dark Pixie”). One problematic element of this game is the whitewashing of Yasmin and Sasha’s skintones, but the game is a fun and campy experience. Also, let’s not forget to shout out the Bratz Fashion Pixiez Party game that used to be on the Bratz website back in the day!
CLICK TO ENLARGE: A Bratz Fashion Pixiez file holder that uses the name Fashion Fairieez.
THE LIFESTYLE PRODUCTS
Did you think I would forget the lifestyle products released to support Fashion Pixiez? You thought wrong! While doing my research when creating LookinBratz.com, I was (and still am) haunted by the amount of licensed Fashion Pixiez merchandise that was released fifteen years ago. Fashion Pixiez was supported by a variety of products, such as apparel, appliances, kids’ meal toys, cosmetics, home decor, electronics, food items, board games, party supplies, holiday decor, sports equipment, and stationary, among other things. Some of the Fashion Pixiez stationary pieces, such as a file holder, use a logo that reads Fashion Fairieez instead of Fashion Pixiez; this may hint that the line was originally titled Fashion Fairieez and may be a nod to MGA’s Fairiees doll line that was released a few years prior.
Dollar stores used to be flooded with Fashion Pixiez stationary back in the day, I thought I wouldn’t be able to escape it! Now I must admit, I miss the days of walking into a store and finding random Bratz merch. Bratz was at the height of its popularity when Fashion Pixiez came out and MGA was not only ramping up doll releases, but acquiring as many licensing deals as they could to prove the brand’s global worth. And you know what? It worked. Fashion Pixiez is just one example of a line that received tons of attention during the brand’s reign on the toy market thanks to a multitude of licensing ventures. The artwork used for Fashion Pixiez was stunning, so I’m sure that helped move products too.
IN RETROSPECT…
Fashion Pixiez has faced a lot of criticism yet remains loved by fans as much as it is hated. Fashion Pixiez signaled a huge shift for the Bratz brand in terms of doll design and media. The nuances between Fashion Pixiez and its flagship predecessors truly separates it from the typical Bratz formula and shows MGA’s daringness to change that formula, which is something that fans love and hate about the brand. Some fans chalk up the existence of Fashion Pixiez as MGA’s attempt to compete with the popularity of Barbie’s Fairytopia series and Winx Club, which may not be fiction as the Magic Mini Pixie Friends included with the Fashion Pixiez dolls is a gimmick that was commonly used by Barbie at the time. A fact that isn’t well-known about Fashion Pixiez is that it was meant to serve as the backdoor to a pixie-themed Bratz spinoff which never came to light. I wish there was more information available about this spinoff, but for now it remains a mystery. Spinoffs aside, Fashion Pixiez continues to impact the Bratz brand as it is a recognizable property that fans and non-fans commonly associate with the brand’s legacy.
If you are interested in learning about all of the Fashion Pixiez products and media mentioned in this retrospective, check out the Bratz 2007, Bratz Babyz 2007 Dolls, and Bratz Kidz 2007 Dolls Database pages, as well as the Fashion Pixiez pages in the Media Profiles section of Stilesville Central!
Thank you so much for reading this retrospective of the Fashion Pixiez line! Make sure to check out Lookin’ Bratz on Instagram, Facebook, Twitter, YouTube, and TikTok and stay tuned for more Fashion Pixiez content throughout the week!
xoxo
P.S. More updates are coming to LookinBratz.com! The site is slowly being tweaked to include more products, become more accessible, and look even better! Stay tuned!