3 things Bratz does better than you (psst—it's not just nostalgia)

Bratz dolls have always been that b****.

And best BELIEVE they were my most precious possessions growing up. If Barbie is the world’s favourite girl next door, Bratz are the neighbourhood girl gang your mom warned you about. While Barbie’s had her renaissance, Bratz have been running the cultural zeitgeist for the last four years, proving they’re more than just a relic of early 2000s fashion.

The nearly 25-year-old brand has taken over social media with eerily accurate re-creations of paparazzi shots, red carpets, music videos, and viral pop culture moments. A 2022 TikTok of Bratz dolls reenacting the infamous Oklahoma bathroom scene in Euphoria has over 42 million views and 10 million likes. They've covered everyone from Beyoncé to Jacob Elordi, and their feed is a masterclass in internet fluency.

But here’s the real flex: Bratz have successfully aged with their audience.

I know because that’s me. They know how to perfectly target the Gen Z and younger millennial crowd that grew up on their TV shows, movies, and, of course, the dolls themselves. So let’s break down three things Bratz does better than you. And I don’t mean dress because, well, we already knew that.

1. They don’t play it safe.

Bratz have always been lowkey controversial. Where Barbie is polished and aspirational, Bratz have an IDGAF attitude that lets them tap into edgier, more niche corners of the internet. They’ve never been about being perfect—they’re about being cool, and that coolness has evolved with the times.

Take their recent social content. They’re out here referencing Nosferatu and The Substance, movies that are deeply unsettling and definitely not made for kids. They’re also right up my alley, proof that the brand is an absolute weapon when it comes to targeting.

And that’s exactly what sets them apart from other nostalgic toy brands. Most are stuck in a cycle of repackaging childhood memories (cough Polly Pocket cough). But Bratz have embraced the fact that their original audience has grown up—and they’ve grown up with them. Because people don’t just want nostalgia for the sake of it; they want brands that evolve alongside them, brands that feel authentic to who they are now. Bratz get that.

2. They understand the internet better than most brands.

Most legacy brands try way too hard on social media. Bratz don’t. They know exactly which references to pull (Beyoncé’s Cowboy Carter rollout? Check. Jacob Elordi's fashion moments? Check.) And their meme game is impeccable. Even their animation style feels like it was made for TikTok rather than repurposed from outdated marketing materials.

Their approach to social media highlights a major cultural trend: the blending of reality and fiction. In a time when AI-generated images, deepfake videos, and virtual influencers are becoming part of our digital landscape, Bratz’s hyperreal recreations of real-world pop culture moments feel eerily fitting. They’re toys, but they’re also avatars of our collective internet experience. Their content is so good that we don’t merely observe it; we interact with it, remix it, and meme it into new forms. That’s what makes it feel alive.

3. They’ve mastered the art of the comeback.

Bratz could have relied on nostalgia alone, but they didn’t. Instead, they evolved. Rather than banking on old-school dolls alone, they’ve leaned into their aesthetic as a brand, not just a toy. The Y2K resurgence helped, sure. But Bratz didn’t just show up with re-releases—they inserted themselves directly into today’s pop culture through smart collaborations, hyper-relevant content, and a vibe that still screams “too cool for you.” Bratz don’t feel like a relic of the past; they feel like a natural extension of today’s internet culture.

So why do we keep coming back to Bratz when we’ve long since outgrown playing with dolls?

Because Bratz represent a kind of unapologetic confidence that we all quietly crave. In a time when personal branding is everything, Bratz are the ultimate blueprint. They’re bold, stylish, and effortlessly cool—everything social media tells us we should be. They don’t try to fit in, they just are. And in an era where curated imperfection (think: “hot mess” influencers, chaotic girl aesthetics, and irony-laced nostalgia) is the name of the game, Bratz fit right in.

In an age where AI and automation are flattening creativity into an endless scroll of sameness, Bratz stand out. They remind us that culture isn’t just about what’s trending: it’s about attitude, point of view, and a little bit of chaos.

Bratz are a lesson in how to stay culturally relevant without looking desperate. And if your brand wants to do the same? Take notes. 😏

-Sophie, Writer