Are Bratz Dolls Too Sexy?

There’s something undeniably disconcerting about seeing teen and preteen girls dressed to emulate their idols like Britney Spears—decked out in butt-grazing mini skirts and tight, belly-baring T-shirts. And probably the only thing even more alarming than that sight is seeing a similarly sexy outfit on girl who’s still in kindergarten. It’s a phenomenon that has child development experts worried and some parents fighting mad.

“Little girls are being encouraged to immerse themselves in the preoccupations of adolescence,” says Susan Linn, co-founder of the Campaign for a Commercial-Free Childhood (CCFC). “They are going straight from preschool to teenager and skipping over the important development stages that should take place during middle childhood.”

But it’s not just pop stars who are to blame for popularizing looks that are too sexy for grammar school. The latest culprit in this culture war is something seemingly innocent—a line of dolls. The Bratz are marketed as dolls with “a passion for fashion.” Fashions that include low-cut jeans and halter tops worn over little girl-like bodies. MGA Entertainment (the company that makes them) says the dolls are geared toward girls ages 7 to 11, but girls as young as 4 are eager to play with them too. And in a culture that glorifies fashion, runway models and celebrity cover girls, it’s no surprise that the obsession would trickle down even to preschool fashionistas. Little girls have always wanted to emulate older ones. But critics claim that the message of the wildly popular Bratz dolls (according to the manufacturer, over 145 million have been sold since they debuted in 2001) is that image is everything. “The dolls encourage girls to think about themselves as sexualized objects whose power is equated with dressing provocatively,” says Linn.

The Bratz Web site is rife with examples that seem to play to that point. While waiting for the transition from one screen to another, the message flashes “Please wait … it takes time to look this good.” And included in the “profiles” of the dolls is each one’s “favorite body part.” “Little girls shouldn’t be thinking of their body parts in that way,” says Linn. “Plus, the very idea of a ‘favorite’ part encourages you to think about your least favorite.”

But the company selling the dolls disagrees with such criticisms. “Adults see sex in everything, but kids don’t,” says Isaac Larian, CEO of MGA Entertainment. “Bratz dolls promote diversity and creativity.” He asserts that kids buy them because they are “beautiful,” and scoffs at the notion that there is anything sexual about the dolls. “I’m looking at a whole wall of them in my office, and I don’t see them wearing sexy clothes,” he says. “They’re just fantasy dolls.”

And since much of childhood play is about fantasy, what’s so bad about playing with such “fantasy” dolls? According to child development experts, kids use play as an opportunity to learn and to experiment with things from their own experience that they see in the world around them. “When young girls have an open-ended toy—like a generic baby doll—it encourages creativity,” says Diane Levin, a professor in the early childhood education department at Wheelock College in Boston. “But the scenarios of Bratz dolls tells them how to play—to dress up, do your hair, go to fashion shows.” Taken one step further, playing with these types of toys, experts assert, makes girls want to imitate the roles they see in the dolls—to dress up like them, do what they do.