Bratz

MGA Entertainment debuted its Bratz collection of dolls and related accessories in 2001, offering a trendy counterpart to Mattel's Barbie that soon emerged as the veteran doll line's chief rival. Trademarked characters Cloe, Sasha, Jade, Yasmin, and Roxxi formed the Bratz group, marketed under the slogan "Girls with a Passion for Fashion." Known as "lifestyle fashion" dolls, they channeled a self-assured, bold, and trend-setting reinterpretation of the Spice Girls' earlier "Girl Power" message for the new century. Even as concerned parents and conservative organizations raised objections, the Bratz range swiftly dominated the 'tween segment, engaging 9-12 year olds through varied clothing options, add-ons, and activity kits. MGA rolled out the "Rock Angelz" Bratz series in July 2005. Clad in vintage leather pieces and newsboy caps while holding electric guitars, the five dolls formed their own rock group. Released at the same time were a third-person exploration video game, a feature-length animated movie, and the Rock Angelz soundtrack, which spotlighted the single "So Good" alongside custom theme songs written for and voiced by each character. Ace pop songwriters contributed to the album, among them Jörgen Elofsson, who penned Britney Spears' "[You Drive Me] Crazy," and Matthew Gerrard, previously active with Hilary Duff and Kelly Clarkson. Spring 2006 brought Genie Magic, the soundtrack tied to the Bratz's second direct-to-video film. Close behind came Forever Diamondz, the musical companion to Bratz Passion 4 Fashion Diamondz, issued that autumn.