Bratz Is Entering Its Biggest Era Yet, Says the Doll's Creator as the Brand Turns 25 (Exclusive)
Bratz Is Entering Its Biggest Era Yet, Says the Doll's Creator as the Brand Turns 25 (Exclusive)
Virginia ChamleeWed, June 3, 2026 at 4:32 PM UTC
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Bratz
Credit: Ian West - PA Images/PA Images via Getty
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Bratz dolls celebrate their 25th anniversary this year
In an exclusive interview with PEOPLE, president and creative director Jasmin Larian Hekmat spoke about the dolls' continued relevance
When Bratz debuted in 2001, the dolls quickly became one of the toy industry's biggest success stories
Bratz is celebrating its 25th anniversary this year, but according to president and creative director Jasmin Larian Hekmat, the fashion dolls are far from a nostalgia act.
In fact, according to Hekmat — also the founder, designer and CEO of women's fashion brand Cult Gaia — Bratz may be entering one of their biggest chapters yet.
When Bratz debuted in 2001, the dolls quickly became one of the toy industry's biggest success stories. With their oversized eyes, bold makeup and fashion-forward aesthetic, the toys offered an edgy alternative to more traditional dolls, like Barbie.
The dolls also sparked some mild controversy upon their debut, with some critics questioning their mature aesthetic even as the dolls would go on to become one of the defining toy brands of the early 2000s.
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Bratz doll on shelf
Credit: Mario Tama/Getty
This year's milestone anniversary comes with a slate of new initiatives, including a podcast hosted by the core four Bratz characters (Yasmin, Sasha, Cloe and Jade), new dolls, music releases and fashion collaborations. But Hekmat says the brand's longevity has less to do with products and more to do with the passionate fan community that has grown up alongside it.
"I think the real beauty of the brand is the fans and the fandom and how everyone's grown up and entered creative worlds and how much this brand inspired them to do so," Hekmat tells PEOPLE in a recent exclusive interview.
The daughter of Bratz creator Isaac Larian, Hekmat has been connected to the brand from the very beginning. The original Yasmin doll was even named after her.
Looking back, she says one of the most rewarding aspects of Bratz's legacy has been seeing former fans become creators themselves.
"From makeup artists to digital designers to fashion designers, I mean, I get to interact with all these different creatives that said that Bratz was such an integral part of their childhood and it really inspired them to be creators," she says.
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That creative influence may help explain why Bratz continues to resonate with both longtime fans and younger audiences discovering the dolls for the first time.
"I think that's the magic of the brand now," Hekmat says. "The nostalgia and the people who grew up with it have entered their creative worlds unapologetically, like the brand inspired them to do so."
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When Bratz launched in 2001, the dolls stood apart from many of their competitors thanks to their distinctive style, diverse cast of characters and emphasis on individuality. According to Hekmat, that message remains central to the brand's modern-day appeal.
"I think the brand really speaks to the power of authenticity and individuality, and just a passion for fashion and style, and being able to take risks and own them," she says.
Asked to define what it means to be a "Bratz girl," Hekmat doesn't hesitate: "She's unapologetically herself. She's an independent badass, and she believes that if she stays true to herself, she can be who she is — which is generally edgy, breaking the rules out of the box and just super cool and creative."
Bratz doll
Credit: Bratz
As fashion and pop culture continue to cycle through early-aughts, Y2K influences, Bratz has found itself at the center of a new wave of nostalgia. Hekmat believes part of that renewed interest stems from people's desire to reconnect with the things that brought them joy growing up.
"I think we're so consumed by our phones," she says. "Memory is such a powerful, powerful tool, and people want the feeling of being comforted by the things that gave them joy at such a formidable age."
Now, 25 years after the dolls first arrived on toy store shelves, Hekmat sees plenty of room for Bratz to continue evolving.
"I don't think there's a brand that exists like this for them," she says of today's younger Bratz buyers. "To be able to re-inspire a whole new generation the way we did the last one is super, super exciting for me."
on People
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