For the past year, I have been very busy working on a special project involving my Bratz Doll Collection. This special project has become known as the Bratz Heaven Room Renovation. It is, as you would expect, the remodeling of my bedroom and home office to become the Bratz Heaven headquarters. Among the many activities involved in the Bratz Heaven Room Renovation is the display of my Bratz dolls, as well as creating an environment for those dolls to be displayed in. In many ways, this room is like a Bratz museum.

My Bratz Doll Collection is very large, and I'm proud of the many dolls that I have collected over the past several years — including the first two Bratz dolls that I purchased in July 2004, Bratz Funk Out! Jade and Bratz Funk Out! Dana. I know there are many Bratz fans who have bigger (and better) Bratz collections than what I have. Conversely, I know there are many Bratz fans who have smaller Bratz collections than what I have. What difference does it make how many Bratz dolls every Bratz fan has? What matters is that they are experiencing the joy and excitement of being Bratz fans and collecting these ethnically diverse and beautiful dolls that have a passion for fashion. And, they are also helping a certain crazy Iranian guy who immigrated to the United States in 1971 become a very wealthy and very happy man.

I completed the first phase of my Bratz Heaven Room Renovation at the end of December 2009, with the second phase of the project having been completed in mid-January 2010. Currently I am working on the third phase of the Bratz Heaven Room Renovation. However, because of the exciting announcement from MGA Entertainment that the company would release the Bratz 10th Anniversary Collection in Fall 2010, that phase of the project has been put on hold.

So while I figure out how I am going to approach this third phase of the Bratz Heaven Room Renovation, you can enjoy viewing some photos that I have captured of my Bratz Doll Collection from the first phase of this project (with photos from the second phase to be posted on my Bratz Heaven Blog at a later time).

Also, please note that I do NOT own every single Bratz product or Bratz collection ever released since the Bratz 1st Edition dolls from 2001. If you would like to view a list of the Bratz dolls that are in my collection, please click here. This list does not include Bratz products such as Bratz playsets or Bratz home décor — although, some of those products are displayed in the following photos. The photos I have captured of my Bratz dolls as part of the Bratz Heaven Room Renovation do not represent my entire Bratz Doll Collection.

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(UPDATE 2/17/2010: In preparation for the 10th Anniversary of Bratz, MGA Entertainment will unveil a new product lineup for Bratz in Fall 2010. Unfortunately, MGA Entertainment has no plans to re-release the original Bratz 1st Edition dolls from 2001 as part of this lineup, as the company focuses its efforts on rebuilding the Bratz franchise)

Related links:
PR Newswire Press Release: http://www.prnewswire.com/news-releases/bratzr-are-back---bigger-and-better-than-ever-84139277.html

If above link does not work, please click the link below to download the official press release from
MGA Entertainment (*.PDF file download size is 54 KB — requires Adobe Acrobat Reader to view):

http://cannellefraiche.bratzheaven.com/articles/MGAE-Bratz10thAnniversaryAnnouncement.pdf

Related entries:
United States Ninth Circuit Court Of Appeals Halts Transfer Of Bratz Franchise To Mattel, Inc. (12.10.2009):
http://cannellefraiche.bratzheaven.com/b2evolution/blog1.php?p=62

Is That Tumbleweed We're Hearing? (01.22.2010):
http://cannellefraiche.bratzheaven.com/b2evolution/blog1.php?p=66

Reinvention, rebirth, revolution, reestablishment.

Ladies and gentlemen, the only girls with a passion for fashion are setting the stage for a major comeback.

And Robert Eckert (Chairman & CEO, Mattel, Inc.), there is no Judge Stephen Larson to save you this time. Furthermore, neither the United States Ninth Circuit Court Of Appeals in Pasadena, California, nor the United States Supreme Court in Washington, D.C., are going to be persuaded by your company's mission of eliminating any and all competition it designates as a credible threat to its 50-year-old blonde bitch.

Speaking of which, where is her biggest fan Richard Dickson? Oh, that's right, Dickson left your rotten and despicable company to become president and CEO of branded businesses at Jones Apparel Group, Inc.

Just when you thought that Bratz had been vanquished forever; just when you thought that Mattel would release a pathetic doll line it calls "Bratz"; and just when you thought those Mockery Moxie Girlz would be the brand new fashion doll line replacing Bratz, MGA Entertainment has announced the complete relaunch of its landmark and legendary Bratz franchise. The company that introduced the world to four girls named Yasmin, Cloe, Sasha, and Jade are reintroducing those same characters with a fresh new look that features updated faces, bodies, fashions, and much more. Obviously, it is way too early to predict or speculate what the new Bratz dolls will look like. However, MGA Entertainment is committed to releasing a fashion doll line which celebrates empowerment, diversity, friendship, individuality, self-expression....and, let's not forget, the latest styles and trends in the world of fashion.

As part of the new Bratz 10th Anniversary Edition collection, it is perhaps fitting that MGA Entertainment will introduce ten new characters, in addition to Yasmin, Cloe, Sasha, and Jade. Furthermore, this is among the new Bratz products and collections planned for release in Fall 2010, as MGA Entertainment focuses its efforts on rebuilding the Bratz franchise. It's a rebuilding that establishes what the Bratz are going to be: Fewer lines, more characters, more accessories, more fashions, better quality materials, better packaging, newer technologies, and an overall reflection of what consumers want with Bratz.

According to Isaac Larian, President and CEO of MGA Entertainment, "We are proud to be celebrating 10 years of success with Bratz, our #1 girls' lifestyle brand....We will continue the celebration with a mix of new products not only in this milestone year, but well into the next decade and beyond."

After everything MGA Entertainment has endured during the past couple of years with the ongoing litigation against Mattel over the rights and ownership of the Bratz franchise, this is certainly the best news that Bratz fans have heard in a long time. And, this news is proof that the company is not only starting over, but also getting back to square one with Bratz. I had mentioned in a previous blog entry that an update would be made sometime "within the next couple of months" and that it would be a big update. Is there an update that is any bigger than this?

Make no mistake about it, I will definitely keep everyone informed of any news and information about the Bratz 10th Anniversary Collection as it emerges. And I will also keep everyone informed of any news and information about the other Bratz products and collections planned for release in Fall 2010. But what we are about to witness is clear: The release of the Bratz 10th Anniversary Collection does not just represent the reinvention of the Bratz franchise — it represents the rebirth of a fashion doll line, the revolution of an empire that made its impact known in the toy industry....and, the reestablishment of an American dream that began when Mr. Larian immigrated to the United States in 1971.

Now, there is one particular retailer that I want to call out....

Dear Target Corporation:

MGA Entertainment is planning on celebrating ten years of its phenomenally successful fashion doll franchise, Bratz. And, in celebration of a franchise that has enthralled millions of children around the world and beyond with its themes of fashion, empowerment, diversity, friendship, individuality, and self-expression, the company will release a new Bratz collection in Fall 2010, known simply as the Bratz 10th Anniversary Collection.

Ten years represents an extraordinary milestone and remarkable achievement for a company that in 2001, introduced the world to four girls named Yasmin, Cloe, Sasha, and Jade. However, I am fully aware that you have another number in mind: Zero. That's the number of Bratz dolls which Target plans on selling at its entire chain of 1,700+ stores in the United States. Conversely, that's the same number of Target stores which I plan on visiting and shopping at for the new Bratz 10th Anniversary Collection, as well as the other Bratz products and collections planned for release in Fall 2010.

We all know that Target will sell Bratz — on one condition: If Bratz is developed and manufactured by Mattel. If MGA Entertainment develops and manufactures Bratz, you have given every indication that you would refuse to sell it (and since you would refuse to sell MGA Entertainment's Bratz dolls, why don't you go ahead and dump the company's other fashion doll line Moxie Girlz out of your stores as well?). Do you believe that selling any Bratz dolls or Bratz products created by MGA Entertainment would be disasterous to your image and reputation as a family-friendly retail organization? Do you believe that selling any Bratz dolls or Bratz products created by MGA Entertainment would result in customers boycotting Target and shopping at another infamous retailer that is supposedly "six times bigger" than you?

Based on what many other Bratz fans and myself observed at the Target stores we visited during 2009, it was abundantly clear that the unfair decisions you made selling Bratz at your stores were influenced by your negative impression toward MGA Entertainment after Mattel sabotaged the litigation to steal ownership of the Bratz franchise. Even employees from MGA Entertainment observed the same things we noticed: Reduction of shelf space; stocking bad-quality Bratz dolls; selling specific Bratz characters at specific locations; raising prices on Bratz dolls to prevent consumers from purchasing them; and the shocking cancellation of selling perhaps the most difficult Bratz collection to find in the history of the Bratz franchise, Bratz Passion 4 Fashion Spring 2009 Sabina and Dresden. The list goes on and on, but your vocal opposition toward Bratz because of what transpired from the litigation has been both unforgiving and unapologetic. You can conjure up every excuse in the history of mankind for justifying your malicious treatment of Bratz at your stores during 2009, but you have absolutely no shame for what you accomplished.

Had you shown a greater compassion and understanding toward MGA Entertainment regarding the litigation, perhaps you would have treated selling Bratz at your 1,700+ stores in the United States as business as usual. And, perhaps I would not have written this letter in the cruel manner that I did. But after your ridiculous assertion from the litigation that MGA Entertainment is a company which manufactures illegal consumer products by stealing employees and ideas from Mattel, your handling of Bratz at your stores was outright revolting and irresponsible. Moreover, you were elated when Mattel stole the litigation, because if there is one thing that pleases you more than anything else, it's the end of a world-renowned fashion doll franchise you have abhorred from the very beginning.

On a positive note, Target's stores offer an exciting array of merchandise and services which are competitively priced, and their sales associates always go beyond the extra mile to help customers. The Target stores themselves are not to blame. What is to blame is your bureaucratic management team at the corporate headquarters in Minneapolis, Minnesota which runs those 1,700+ stores. This management team consists of the most corrupt, bankrupt individuals in modern history. It is astonishing how this team set very unrealistic expectations for Bratz in the midst of the litigation, that it wanted to see both the Bratz and MGA Entertainment ultimately fail.

In Fall 2010, Bratz will be making an unprecedented return. MGA Entertainment has promised that Bratz will be bigger and better than ever. However, you have promised that you have no intention of selling any merchandise with the Bratz brand on it — unless Bratz is developed and manufactured by Mattel. Given everything that you have demonstrated toward Bratz and MGA Entertainment, I have four words: FUCK YOU, TARGET CORPORATION.

Sincerely,
Robyn


P.S.: As far as Target Corporation's Bratz-hating spokesperson Lena Michaud is concerned, I don't have four words for her....instead, I have four letters: S.T.F.U.