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.

Post from: EveryJoe

Bratz Dolls and their Online World