Build Your Own Bratz Doll
Shubhangi Sengupta
Bratz stormed onto the scene in 2001, not just as dolls, but as cultural icons. Renowned for their "Passion for Fashion" and diverse representation, Yasmin, Cloe, Jade, and Sasha defied fashion norms and resonated with a generation. They embraced individuality, rocked bold looks, and redefined what it meant to be a powerful young woman.
Bratz shattered the mold. They weren't just another set of blonde-haired dolls. These dolls represented a wider world, with features and styles that resonated with girls of color and those who felt excluded from mainstream beauty standards.
Yet, Bratz faces a hurdle: staying culturally relevant in a rapidly changing world. The challenge is to navigate past controversies and legal issues while recapturing the hearts (and wardrobes) of Gen Z and Millennials.
The 'Build Your Own Bratz Doll Experience' caters to fashion-conscious individuals and doll collectors of all genders. This campaign gives you the power to create a Bratz that's uniquely you (or your best friend, your mother, your boyfriend, your favorite popstar...)
The four main Bratz dolls released in 2001
Their universe is built up, through live action, video games, animated series etc.
The campaign strategy involves teasing new dolls on social media platforms like Twitter and Instagram to showcase the distinctive experience.
Campaign Teaser
The Bratz Social Media account would post teasers dropping the "new doll", following their usual style and copy of social media content.
A twitter post infographic breaking down the experience.
Twitter posts hinting at the new experience.
Instagram Carousel advertising the new experience.
Store Layout and Map
The physical store design replicates Stilesville, the fictional Bratz hometown. A tablet-based store map guides visitors, featuring photo locations and interactive elements.
Sections like the Beauty Studio and Hair & Makeup areas enable customization of skin tone, makeup, and hairstyles, featuring diverse options. Picture-perfect Bratz Houses serve as photo spots with themed backdrops, and a vast Shopping Mall offers thousands of outfit combinations, some from celebrity collaborations. A “Match with Me” collection can allow customers to own the same outfits as their dolls.
The Store Layout is recreating Stilesville, the fictional Cali town that the Bratz live in. Each store touchpoint doubles as a town location from the Bratz univer
Bratz HQ, functioning as a souvenir shop, showcases merchandise and facilitates creating personalized magazine covers, inspired by the Bratz's fashion magazine in their universe.
Store Map. Each customer will be given this tablet upon entering.
Screenshots of prototype below.
The interface, with a cursor showing customers where they are. Each photo spot is marked, and the bottom bar allows users to "heart" places, zoom in or out, search for a specific location, or capture a picture of your doll.
Interface featuring customer profile, and saved places, etc.
The ability to press the "Heart" button and like places to save them for later.
How can it be expanded?
Expansion prospects include a Virtual Build Your Bratz Experience, allowing everyone to create and receive customized dolls at their doorstep.
The option for people across the country to virtually create their doll, and have it delivered to their doorstep.
By introducing this real-world experience, Bratz can maintain relevance, attract diverse audiences, and offer an immersive, customizable experience beyond mere doll purchasing.
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Posted Dec 23, 2023
This integrated marketing campaign empowers individuals to design their own Bratz Doll. Customize features, looks & dominate the fashion scene.
