Bratz Dolls and their Online World
Child’s toy manufacturers are definitely on the cutting edge when it comes to online worlds and integration with real life objects. Barbie Girl has been slowly rolling out its Barbiegirld.com world world for the last few months; one of the main competitors, Bratz, also has its own place. (warning - all of the following Bratz sites have sound and no apparent way to turn it off).
The main Bratz.com site has all the things you would expect from a doll site - fashions, ecards, news, quizzes. product information. It’s also pushing hard on Bratz the movie. Unlike Barbie, the online world, Be-Bratz, is only available if you buy one of the Bratz special dolls with its accompanying USB key, so I can’t get in and take a look at it. But watching their promotional video on the site, it’s pretty similar to Barbie. You create a character, a ‘MyPage’ and a ‘MyRoom’, all of which are customisable. You play games and interact to earn points, top spend on new virtual stuff for your place and Bratz from the mall. Communication in world is controlled, you can have open communications, friends only or none at all (to set the parents mind at ease). Making friends means you can shop and play together, all within a controlled environment.
The online immersion of the new generations continue. When Barbie and Bratz girls grow up, their expectations are being shaped by these worlds, not the social networks of the current crop of adults. Given some of the current concerns over Facebook opening up to search engines, the ability to control privacy so easily in the toy worlds is something that will have an impact on the networks of the future. They are not seen as ways to broadcast yourself but as ways to connect with your friends intimately and privately. The wrolds also have implications for how developers, for online tools as well as brands, develop their marketing going forward. As this audience matures, they are going to be expecting something different to the way we advertise online currently.
I also find it interesting that the only ones I’m seeing are aimed primarily at girls, even though the web and online worlds have stereotypically been seen as male areas, derived in part from the videogaming world. Not anymore - Bratz itself has 8 console games available. I think a trip to the toy store may be in order to find worlds targeted at boys.
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POSTED IN: Engaging the Customer, Fun and Games, Integrated and Transmedia Marketing, Virtual Worlds
21 opinions for Bratz Dolls and their Online World
Jessica Stratford
Sep 11, 2007 at 7:35 pm
Personally, I find the Bratz dolls to be an exact copy of the Barbies I played with when I was a little girl. Yes, they have marketed them well to this generation, but what I find dissapointing is that they aren’t original. You figure in 2007, they could have come up with something better. Recently, I found the solution to my problems. As an avid collector of dolls, I have to say the TyGirlz dolls are incredible and way better than Bratz! I’m not sure if you have seen these cute dolls, they are plush dolls with the cutest outfits and glamourous hair! I love them!! They also have a virtual world where you can unlock your doll online. I am over the same dull looking plastic Barbies or Bratz. For everyone else looking for something different or quality dolls. I recommend the TyGirlz, http://www.tygirlz.com
RC Note: I’ve approved this comment and will be taking a look at the site, but please take notice that the comment came from an IP address associated with Animax Entertainment, the company that developed TyGirlz.com. I looked it up because of the language in the comment, too close to being an ‘approved’ message. Therefore, this is community outreach without transparency..something I tend to disapprove of. Animax, please note - you’ve now coloured any review that I do with the lack of honesty in your comment.
TyGirlz Outreach
Sep 12, 2007 at 6:24 pm
[…] got a comment on my Bratz post yesterday. Nothing new there, I got quite a few on the Barbie posts. But this one made me stop and […]
melissa a. 16
Sep 27, 2007 at 11:58 am
i think bratz r ace not as good as my online world i think u should try habbo or at least let girlz that ay got the set aloud on it cos i ay got one
jessica t
Sep 28, 2007 at 11:34 am
I think bratz and barbies are babyish
Rachel
Sep 28, 2007 at 11:41 am
so what do you get involved with on the web? WebKinz? Do you play console games?
samantha
Oct 20, 2007 at 11:51 am
Jessica i think your babiesh.
پگاه
Dec 17, 2007 at 2:53 pm
hi
it is fun TNKS :x
setareh
Jan 22, 2008 at 9:44 am
i buy it last month and it was so cool .this pegah thing is a dump head
brianne
Jan 24, 2008 at 12:46 am
hi u guys are so cool
laila
Feb 10, 2008 at 4:40 pm
lalalallalalalalalllaaa
Bratzlover
Mar 5, 2008 at 1:30 pm
jessica t you are so stupid!You don’t understand.
Be-Bratz are so cool.jessica t you are bich
none-ya
Mar 5, 2008 at 10:15 pm
BRATZ IS GARBAGE!!!!!!!!ANY PRODUCTS OR ANYTHING THAT IS BRATZ IS UGLY.I DONT KNOW WHY PEOPLE LIKE IT.YALL ARE IDIOTS CHECK OUT THE NEWS.BARBIE GIRLS IS BEATING BRATZ ITS GETTING OVER 3,000,000 billion members in 60 days.GO TO techcrunch.com/07/15/could-barbie-girls-become-the-largest-virtual-world. read it memorize it eat it.their is no way barbie girls could lose.its waaaaaay bigger than bratz yall are just jelous. listen to me bratz is garbage bratz is garbage bratz is garbage ha..ha..ha..ha..ha
none-ya
Mar 5, 2008 at 10:18 pm
theres a huge diffence between barbie girls and regular barbie you idiot jessica t.
brupaty girls
Apr 6, 2008 at 12:59 am
oiiiiiiii alguem aqui sabe como se cadastrar no b-bratz eu num sei?
DW
Apr 14, 2008 at 9:26 am
I think bratz is pretty cool. I’ve grown out of Barbies, now into bratz.
Im not really be-bratz, im not getting one.
Arguing with other peoples opinions is NOT going to work. :/
simran
Apr 21, 2008 at 8:13 am
hi i just todley love bratz dolls and i wish i was a bratz doll to and i like to be like jade because i am abit like her
love you bratz bye
Nittacool
Jun 2, 2008 at 1:55 pm
what is your email and your password email and what is your bratz name DW thank you just email me at y_cloe@hotmail.com
Rachel
Jun 2, 2008 at 3:32 pm
DON”T SHARE PASSWORDS
mitchelle
Jun 7, 2008 at 3:04 am
yo listen be bratz is not good why do you let members to not only be bratz is going to have a great live if you put be brats to be members is going to like it but first you have to let the same clthes to the members you biy idiots and talk to yourself if you listen to me good for you
Emerson
Oct 13, 2008 at 5:24 am
Can u get Bratz wold in Zew Zealand?????
Emerson
Oct 13, 2008 at 5:29 am
Ha I don’t get it.
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