MGA Entertainment, which manufactures the dolls, spent $15 billion last year marketing to children in the 70 countries where the doll is available. In spite of the huge price tag for marketing to children, MGA Entertainment reveals that their market research indicates that mothers of pre-teens are the ones who are buying the Bratz dolls for their little angels.

With their glazed expressions, plumped lips and trampy clothes, these dolls are light years away from the American Girl dolls that too many little girls now consider "babyish." In these days of anorexia anxiety, some are celebrating the dolls' "more realistic" body proportions. And true enough, these dolls don't seem to have Barbie's surgically enhanced chest. But is it any better to replace one advertisement for cosmetic surgery with another one? These Bratz dolls all obviously make regular trips to the plastic surgeon for collagen lip injections. And their makeup, on dolls targeted at 8 to 12-year-olds, would make a Broadway performer playing to the back of the hall feel underdone.

Scholastic defended its inclusion of the Bratz books because, they said, they want to get kids to read. Kyle Good, Vice President for Corporate Communication, said, “We offer materials that appeal to children where they are, not where we would like them to be. This is particularly true for reluctant readers.” Whatever happened to the principle of teaching children to better themselves and holding out ideals for them to emulate?

The Bratz babes were singled out by the recent report from the American Psychological Association as one of the worst offenders in sexualizing girls.

The objectified sexuality presented by these dolls, as opposed to the healthy sexuality that develops as a normal part of adolescence, is limiting for adolescent girls, and even more so for the very young girls who represent the market for these dolls.

Bratz has opened a new line called “Baby Bratz.” These dolls are even more controversial than the teen version. Appallingly, the baby version wears a thong instead of a diaper. MGA Entertainment apologized for the “mistake” claiming that there should have been a Pampers on the baby instead. Right! The baby bottle filled with a soft drink, accompanied by a life-sized burp, not-so-subtly pushes sugar-laden soft drinks for infants when childhood obesity is a national epidemic.

Obviously, parents were not listening when Whoopi Goldberg warned, "White parents have no clue that their kids are being indoctrinated into ghetto values and culture."

Janice Shaw Crouse, Ph.D., Senior Fellow at the Beverly LaHaye Institute, the think tank for Concerned Women for America, is a recognized authority on domestic issues, the United Nations, cultural and women’s concerns.

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