New Bratz Masquerade Dolls Commercial Too Sexy

October 10, 2011 15 Comments »

Obviously you know my standpoint on little girls being seen as objects of anyone’s lust from my post Bikini Babes. In that post I talked about how some children’s swimwear showed off way too much skin with itty bitty revealing bikinis. Now, the infamous Bratz Dolls are cannon-balling back into the suggestive-but-we-dont-really-care-because-we-know-that-we-can-make-a-lot-of-cash pool, and as usual causing controversy with their latest Bratz Masquerade Dolls commercial.

While watching a kids television show with my girls, this Bratz Masquerade Doll commercial appeared, and I honestly could not believe my eyes. Take a look and see if you notice anything that may be questionable to you…

Here’s what I imagine the MGA Entertainment marketing meeting was like:

Marketing Team:

“Girls in bustiers check, bra straps showing check, loads of makeup check, short skirts check, 4 inch heels check, boys ogling them check, perfect!:

“Yes it is, but what age do we market this toy to?”

“Hmmm, how about 6 to 10 year olds?

“That sounds about right. Oh and it’ll be great if 2 to 4 year olds can see it on TV too, they are our future target market you know!”

Everyone knows that 6 to 10 year olds should want to wear scandalous clothes, and be objectified by boys to have fun at a masquerade ball, right?!?! Maybe they don’t know that, but perhaps it’s because their mothers never let them watch Moulin Rouge. Because if they had, they would know that it is perfectly normal to dress that way, see:

Bratz Masquerade Dolls Too Sexy

Now the dolls themselves aren’t as risque as the commercial, {don’t get me wrong though, they do come complete with their own, typical Bratz controversy}, but what are most little girls going to see first….the commercial. Again, I had to speak my peace and share my disgust with this commercial and the dolls in general. Wasn’t there any way Bratz and MGA Entertainment could have done a tasteful commercial for these less than wholesome dolls?

Marketing Team:

“Wholesome”, “Tasteful”, could you elaborate, we’re not quite following you on this one.

Sound off: What are your thoughts on the commercial?

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  1. Cindy October 10, 2011 at 7:05 AM - Reply

    I hadn’t seen the commercial, but I long ago resolved that there were to be no Bratz dolls in my house. They cross a line of modesty that I wouldn’t allow my own girl to cross, so why would I? I was just discussing this with my husband yesterday. I’d noticed that some of the stuff you see on the Disney channel (Disney!) is beyond the pale for what children should be watching. No 13 year old should be dressing up and wearing makeup and shaking her booty the way those girls do. I guarantee you no good mom would let her kids out of the house dressed that way, but there they are on TV and in the toybox, looking like little streetwalkers. I’m amazed at what corporations can get away with. Parents really ought to be paying better attention.

  2. Sarah Trevino October 10, 2011 at 9:38 AM - Reply

    I made the decision to not have Bratz dolls around here either. As for the commercial, the kids in it are certainly NOT 6 – 10 years old. My oldest girl (4) knows exactly why to not ask for Bratz dolls. She actually saw this commercial and said “Oh, they’re Bratz. Not appropriate.”

    But in defense, I agree with the above comment as well. Most movies for kids have undertones that are not appropriate. Imagine if my husband decided to go into my daughter’s room and completely destroy all her stuff while she begged him not to (King Triton). That is emotional abuse.

    Or promoting kids to defy their parents (most childrens movies).

    Even Enchanted falls to the lesson of waiting for a man to “save” you. The exact idea that it initially parodied.

  3. Lolli @ Better in Bulk October 10, 2011 at 9:40 AM - Reply

    Oh brother! It’s times like these that I’m really glad that we don’t have tv so that my kids don’t have to be subject to commercials like that.

  4. Savannah B October 10, 2011 at 4:06 PM - Reply

    As soon as she was aware of the trash can (maybe, right before age 2?), we started teaching The Girl the difference between a “lady” and a “trashy girl.” Immediately, she picked up on the distinction. As she grew, we added more to the discussion. Now, she’s five and for the most part she know what clothing, posture, attitude, toys, words, and behaviors are inappropriate.
    We will continue talking with her as she gets older, but, hey marketing team, my almost 6-10yo girl will not be swayed by your ridiculous ads. Keep trying, though. Because what the world needs more of are little girls who think skimpy = beautiful.

  5. Savannah B October 10, 2011 at 4:10 PM - Reply

    Also: BUSTIERS!? Are you kidding me with this, Bratz?! Go put on a tee shirt and play outside.

  6. Annie @ Mama Dweeb October 10, 2011 at 6:21 PM - Reply

    oh my YUCK!! I already dislike Bratz dolls. I will never let my daughter have one. We prefer the Only Hearts Club dolls. WOW this shocked me. How obvious is this that they made those girls sexual objects?

  7. Octavion Novu October 10, 2011 at 6:24 PM - Reply

    I don’t see any booty shaking, cleavage, panties, sexual glances, nothing of the sort. It’s just a dress up party from what I see. I watched my child watch this commercial and all she wanted to do was dress-up. Also Bratz dolls have always been targeted towards preteens. Lastly, buying your child a Bratz doll is NOT bad. They are FASHION DOLLS. They wear whatever is considered “fashionable” showing skin or not, in the fashion/female perspective showing skin is only a facet showing one is confident/comfortable with their body and who they are. Bratz dolls have never crossed a line for me as long as a child is raised with the right amount of freedom and discipline and knowledge a DOLL does not emulate anything to them, the parents do, an when the parents don’t that’s when children look to their toys/friends/acting out as a form of expression.

  8. Jennifer October 10, 2011 at 6:50 PM - Reply

    We use “appropriate” and “not appropriate” and have used that terminolgy from the time she could ask for toys. She knows that when I say “not appropriate” that is a toy I don’t think projects an image I want her to follow, and it is not a toy she will be having.

  9. Miss C October 10, 2011 at 7:23 PM - Reply

    It’s times like these I am glad I have boys.

  10. Jessica @FoundtheMarbles October 10, 2011 at 8:29 PM - Reply

    I have two boys and commercials like these make me uncomfortable because images like these make it difficult to teach them to be respectful and equal.

  11. Natalie October 10, 2011 at 11:20 PM - Reply

    Luckily, Bratz dolls were never the rage here. My daughter is more into Annie and Glee and things like that. I don’t know where these idiot marketing people come up with these ideas and then think that there won’t be a backlash from parents…well, at least parents who an ounce of sense

  12. Jenn October 11, 2011 at 9:40 AM - Reply

    I am the mother of two beautiful daughters that made it through this targeted age group without ever owning a Bratz doll. I refuse to buy into this disrespect for young girls. Our daughters deserve so much better.

  13. julie/just precious October 11, 2011 at 9:57 PM - Reply

    um. Exactly. Bratz dolls do nothing to help girls grow, mature and have strong self-esteem. The name alone is obnoxious. I haven’t seen the commercial, but I’m turned off reading about it.

  14. Anon January 4, 2012 at 5:54 PM - Reply

    The girls in this commercial are all around 18 years old, and are supposed to be real-life representatives of the Bratz dolls, not the girls that the dolls are marketed to. The line was a Halloween 2011 release, so obviously the dolls are wearing typical teenaged-girl costumes.
    As for the so-called “influence” the dolls have on children, the brand has been on the market for more than 10 years. This means there are already several generations of young women who played with or collected the dolls when they were younger, and have turned out just fine. Any and all “messages” come from parents (remember ladies, it is VERY easy to say no to your child or to turn off their TV! No need to ruin the fun for those mature enough to realize the lack of power in a fashion doll) If anything, more parents should be supporting the Bratz! In addition to their positive messages of self expression and acceptance, they also give children an outlet to experiment with fashion at a young age. If you deny your child the right to express themselves with their dolls, they will most definitely turn on you and wear actual bustiers and corsets when they’re old enough to actually attract male attention. All that aside though, the Bratz are almost always dressed appropriately anyways. Their outfits are exactly what you see actual teenagers wearing.

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