Bratz Celebrates ‘Mean Girls’ 20th Anniversary With Doll Collection Featuring The Plastics’ Halloween Costumes and Unforgettable School Fashion
Bratz just got a lot more fetch. On Wednesday, the toy company revealed its collaboration with Paramount, announcing the debut of four new limited-edition “Mean Girls” dolls in honor of the film’s 20th anniversary.
“It’s a celebration of two iconic brands,” Bratz creative director Jasmin Larian told WWD. “We’re both a strong cast of female characters. I think the combination is magic, especially launching right before Halloween, right before the holidays. It’s the perfect nostalgic gift.”
More from WWD
The new collection features miniatures of Cady Heron and the Plastics trio: Regina George, Gretchen Wieners and Karen Smith. Each doll comes with two outfits that nod to the film’s unforgettable fashions. All four model their Wednesday best, wearing pink looks fit for the halls of North Shore High. Also included with Regina, Gretchen and Karen are their Halloween costumes — a bunny, a cat and a mouse, duh! Cady, meanwhile, can change into her black and pink party dress, no “word vomit” included.
“Growing up, I remember wanting to watch [‘Mean Girls’] a million times over,” Larian said of the 2004 cult classic. “It was just hilarious. Me and my friends would repeat the lines everywhere we were.”
The creative director, as it turns out, also grew up with Bratz: she was even one of the first children to play with them. Her father is Isaac Larian, founder of Bratz’s parent company, MGA Entertainment. Jasmin was initially the one who convinced her father to invest in the dolls, and her namesake even inspired Bratz’s Yasmin. During Jasmin’s tenure as creative director, the fashionable playthings have donned hip labels like Mowalola, GCDS and her very own Cult Gaia in a series of special-edition collaborations.
Larian has also sought to bridge Bratz with pop culture icons. The brand debuted Kylie Jenner dolls in 2023 and on social media, they’ve created viral posts that “Bratz-ify” beloved characters like “Legally Blonde’s” Elle Woods and Carrie Bradshaw of “Sex and the City.”
This strategy, Larian says, is ultimately what led to the “Mean Girls” collection. In 2021, Bratz released an animated short replicating the film’s talent show scene, which featured the original Bratz lineup — Cloe, Yasmin, Jade and Sasha — dancing to “Jingle Bell Rock.” To date, the clip has amassed more than 400,000 views on Instagram and TikTok combined.
“People freaked out,” Larian said of the video’s reception. “We realized that our fans really wanted us to do [a ‘Mean Girls’ collaboration]. It felt like a no-brainer.”
When Paramount contacted Bratz to feature a doll in the musical remake of “Mean Girls,” it officially set things into motion.
Larian notes that attention to detail is what sets Bratz apart from other dolls. “We fixate on the littlest things, from the best hair quality down to every button and zipper,” she added. “Those are what kids and our fans value so much.”
This penchant for perfection naturally lends itself to the Bratz x “Mean Girls” collection. Boxes feature “Burn Book” designs plastered with quotes pegged to each character, while every doll comes with its own themed accessories — Cady’s, for example, includes a teeny-tiny Kalteen bar and a mini monogrammed purse, evoking the Louis Vuitton Multicolore Pochette that Lindsay Lohan carried in the film.
“We really wanted to give people an opportunity to scavenger hunt for iconic [‘Mean Girls’] moments,” Larian explained.
The Bratz x “Mean Girls” collection will be released in three separate drops: the Cady Heron doll ($60) goes on sale starting “Mean Girls” day, Oct. 3, at 11 a.m. ET, while the Regina George doll ($60) comes out on Oct. 17. Finally, the Gretchen Wieners and Karen Smith box set ($100) is available on Halloween. All of the dolls can be purchased at bratz.com.
Launch Gallery: Bratz x 'Mean Girls' Collaboration: See the Dolls Up Close [PHOTOS]
Best of WWD
Sign up for WWD's Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.
Solve the daily Crossword
