Bratz has found a way to stay culturally relevant by re-creating pop culture itself with its signature sass and edge.
The 25-year-old brand has built a massive social following by transforming celebrities, memes, and viral moments into Bratzified illustrations and animations.
One of the brand’s most viral TikTok posts—an animated re-creation of a Euphoria scene—got over 42 million views. While originally a kids’ brand, Bratz now primarily targets Gen Z and millennials who grew up with the dolls.
And the social team works fast. A Grammys red carpet post featuring Lady Gaga and Chappell Roan was created in just 18 hours—and without AI. The brand’s in-house team also produces Alwayz Bratz, an animated social series with over 50 million organic views.
“We’ve evolved with our audience. Whatever’s hot in pop culture goes down [from young adults] to kids and up to parents and older,” MGA Entertainment’s CMO Josh Jackbarth told Marketing Brew.
