EXCLUSIVE: Bratz Turns 25 With Gaia Doll, New Podcast and Collaborations

by · WWD
The Gaia doll celebrating Bratz's 25th anniversary.Courtesy of Bratz

Bratz is turning 25 with a slate of product launches, a new podcast and a series of collaborations. The brand is using the milestone to update its core dolls, expand its licensing business, and keep the focus on the original four characters that launched the label in 2001.

The anniversary lineup includes the 25th Bratzaversary doll, Gaia, along with refreshed versions of Yasmin, Cloe, Sasha and Jade. Bratz is also planning new drops across accessories, apparel and entertainment, plus a podcast called “Bratz Chatz,” hosted by the dolls themselves.

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The Gaia doll celebrating Bratz’s 25th anniversary.Courtesy of Bratz

Launched in 2001, Bratz made its name by offering dolls with attitude, distinct personalities, and a stronger sense of style than the category had seen at the time. Jasmin Larian Hekmat, president and creative director of Bratz, said the brand’s identity has remained consistent over time. “Bratz never asked for permission to be different,” she said. Hekmat described the line as something that started with four girls with a fashion interest and grew into “a mindset” and “a visual language” that now reaches fashion, music, beauty and entertainment.

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That sense of individuality still seems to be the brand’s main selling point. Hekmat said Bratz connected early because the dolls did not try to fit a perfect mold, and that remains part of the appeal today.

The Gaia doll celebrating Bratz’s 25th anniversary.Courtesy of Bratz

The company said this anniversary is only the beginning of a larger push. More launches, collaborations and content drops are planned through the year, along with new music and expanded digital activity. Hekmat said the goal is to keep pushing into new spaces while staying rooted in fearless self-expression.

“More than anything, I hope Bratz continues to inspire people to fully be themselves and embrace what makes them unique. That’s always been the heart of the brand. Bratz has never been about fitting in or following rules. Trends change, culture evolves, but confidence and individuality never go out of style. That kind of spirit is timeless, and I think it will continue to resonate with every new generation discovering Bratz,” Hekmat said.