Bratz dolls are having a moment. YPulse’s Playtime trend report explored the interest in toys among Gen Z and Millennials and found these gens have serious nostalgia for the playthings of their childhoods. We told you about how toys like Barbie and Squishmallows have gone viral on TikTok among Gen Z and Millennials—and now Bratz Dolls are generating major social media hype. While the toys were popular during the 2000s, all things Y2K have been making a comeback. The #Bratz hashtag has over 3 billion views on TikTok, and last fall, the fashion doll company went viral on the app when it created animated versions of the Bratz dolls “to recreate movie scenes in time for Halloween.” They’ve been building on the newfound attention by leaning into a variety of fashion collaborations, including with Dolls Kill, Puma, and Cult Gaia—and finding ways to connect with new and old fans alike. According to the brand’s new creative director: “There’s an authenticity to Bratz that you don’t really find anywhere else. For me, that’s the most important thing about a brand—that feeling and that rightness of authenticity.” (WWD)
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