UPDATE FROM 2024: This thread is one of the most popular threads visited by people on Google. Can someone please make an account and reply with what Google search lead them to here? 😭 In a few more days we will be saying goodbye to the '2010s so let's do a giant retrospect! This thread will contain a lot of irrelevant or non-Bratz dolls but I'm putting this in the Bratz category as an exception since they're mentioned. I know this is random as hell but I wanted to just type whatever was in my mind so please don't hurt me djfkdsj. Obviously this is not perfect and is missing a lot so of course, add what needs to be added as we need people to chime in this flopping forum r.i.p. Here we go:
WARNING: This is very long
2010:
Freaky just got fabulous as Monster High hits the shelves after have been in development since 2007:
This type of music video would start becoming more popular for dolls a few years later:
Barbie had a great 50th birthday celebration last year while Bratz were "away" but now our girls are now back!
The (now more appreciated) comeback is marketed as their 10th anniversary (logically 9th).
This false hope (we would never get any more episodes):
Moxie Girlz!
MGA also releases the iconic Moxie Teenz. Companion line to "Moxie Girlz" + to compete with Liv! They would soon be discontinued around 2013.
On the side:
*Lalaloopsy made their debut in July as well!
*Mattel relaunches Polly Pocket.
*My Scene is on the edge of dying.
2011:
Barbie is living her glam era and MH is growing while our girls are continuing their 2nd year in their 2nd decade.
Remember when Masquerade flicked off conspiracy theorists? These things were also applied to for example Monster high and Bratzillaz as well.
My Scene finally has their farewell before their 10th anniversary:
2012:
MGA is applying feedback from fans which sales then start going up!:
Bratzacadabra! Bratzillaz (wicked cousins of the Bratz) and Novi Stars come and cause a commotion. Also, I'm gonna include MVs just to show y'all what I meant in for 2010.
Did I mention that dolls also now had webisodes? MH, Bratzillaz, and Novi Stars had them which as we can see, "storylines" now become prominently more focused within doll lines.
Mattel then applies this to Barbie with the iconic show "Life In The Dreamhouse" (the one and only, not Dreamhouse Adventures).
Some say this year is MH's peak. Their fanbase is big at this point and also, they now have featured films!
The theme of monsters/dark creatures/etc.
in doll lines continue to grow after MH.Bratzillaz/NS. Playhut transfer the characters (or borrows the names) of MystiKats (from the 00s) for Mystixx Vampires.
On the side:
*Liv releases their last 2 lines (note their removed articulation) and officially discontinues from low sales. Spin Master eventually replaces them with La Dee Da and Kawaii Crush.
*Sparkle Girlz finally come in around this time. We stan Walmart cone queens ❤.
*Cutie Pops! The original CookieSwirlC Lotta Looks doll.
2013:
IMO just like how the pop girls were releasing this year (Gags, Brit, Bey, Katy, Miley, etc.), I thought this was a fun time!
Our girls are now tall and have a pizza hut logo which obviously was not the tea for many. I still love this era though don't judge me:
Bratzillaz's name changes to House of Witchez to differentiate themselves from MH.
There are now finally dolls for Barbie's LITD show:
Mattel starts releasing webisodes for the missed opportunity fairy-tale theme spin-off of MH, Ever After High. The dolls would be found at Justice that July.
Remember Genie Magic?
Oops I meant 13 Wishes. When these were revealed Bratz stans were going after Monster High for copying Bratz Genie Magic. What a time to be alive!
Fairy-tale themed dolls also now appear as seen with Fairy Tale High, Once Upon A Zombie, and Mattel's Ever After High, the spin-off of Monster High. Both with attempted webisodes, however, OUAZ goes on to release novels.
Carter Bryant (creator of Bratz) goes on to design Pinkie Cooper
On the side:
*MGA releases the rag dolls Mooshka.
*Simba comes out with "Super Model."
*The Equestria Girls
*The Beatrix Girls were cute ❤.
2014:
Bratz are now away to hopefully have a good comeback next year, thus Bratzillaz now ends. Honestly imo things were going in a good direction with the fan feedback, they just didn't need to have the girls tall. Internationally they do release 2 new lines.
Things seem to be going in a good direction for Barbie but of course, this gets jinxed later on
MGA gives us Lalaloopsy Girls, the teen version of Lalaoopsy which many enjoyed:
On the side:
*Barbie's So In Style line ends this year and the designer Stacy McBride then moves on to design "The Prettie Grisl" dolls.
*MH turns into a joke with Freaky Fusion.
*Oh yeah, Lammily.
2015:
This is the year where things start to become depressing.
Mattel tries to make Barbie diverse and even though some things were going down, I thought it still looked alright until 2016 happened.
Just months before Bratz come back, MGA releases a new line called Vi and Va which literally only lasted that year. They were only sold at Target if I'm not correct.
MGA also ends Moxie Girlz around now.
Bratz then comes back in July. We went from hating, to loving, and then to torches. I'm not going to even include a photo #BratzThoughtz #December2015
Unfortunately despite fashion dolls losing their style, Project Mc² also came this year and we all remember how a doll line that isn't even supposed to be fashionable served us more than our Bratz
What made things worse in stores:
*Disney Descendents *Shopalicious with their Shoppies dolls. *DC Super Hero Girls
Also:
Mattel loses its license to continue producing Disney Princess Dolls which "leads" to the reboot of MH and EAH next year.
*The concept of Wild Childz was introduced and received decent comments due to our need for at least fierce dolls. However, their trademark got canceled in 2019.
*Jenny dolls get discontinued akjwjdj
2016:
Officially the year fashion dolls die. Only Project Mc² is the one (or few) serving looks while the rest of the market is oversaturated with unnecessary mom pandering kawaii toys. Surprise and blind bags also continue to take over.
Mattel diversifies Barbie even more with new body types but relies on PR while everything such as quality and fashion goes downhill.
That previous December 2015 we saw a sizzle for a reboot of MH and many did not believe it:
This, unfortunately, turned out to be a reality and Ever After High was also rebooted.
Y'all won't care but Betty Spaghetty comes back and they ruin her too:
*Shi*bajuku had the nerve to post this:
*L.O.L. Surprise! were also released late this year jumping onto the surprise blind bag trend and a lot of people first hated them (which we know is different now). They eventually become successful as hell.
2017:
Not far different from 2016. Barbie is just a mess now.
The MH reboot gave us Zomby Gaga (although MGA's would've been better)
On the side:
*Instead of giving fashion dolls, Mattel decides to release Enchantimals.
*Lalaloopsy receives a reboot then end that fall.
*Mattel produces dolls for the Kuu Kuu Harajuku show.
*We were rooting for The Fresh Dolls but Dr. Lisa betrays us.
2018:
Barbie isn't even a fashion doll anymore at this point.
Ever After High is confirmed dead. Monster High is also dead at this point.
MGA continues jumping onto the surprise and also the poop (just why) trend with Poopsie Slime Surprise Unicorn dolls retailed around $50:
Bratz then comes back as an Amazon Collector exclusive designed by Hayden.
On the side:
*Polly Pocket gets horribly relaunched again.
*The horrendous Boxy Girls.
2019:
Mattel does Barbie dirty for her 60th anniversary and Carlyle including everyone responsible for the current mess needs to go:
Mattel released a new line that we didn't ask for, and didn't need nor want. Wild Hearts Crew:
We were losing hope but behold, L.O.L Surprise O.M.G has arrived and we finally have actual fashion dolls on shelves (even though we were iffy with the faces).
MGA also releases new Rainbow Surprise dolls under the Poopsie line.
Hairdorables also release Hairmazing which seems to follow O.M.G dolls:
On the side:
*Snapstars were introduced and we were not feeling the faces but we were desperate and thought their style was cute.
*Mattel comes out with the gender-neutral dolls, "Creatable World."
*Garrett Sander, the creator of MH, now designs Capsule Chix.
So in conclusion aside from OMG, Steffi Love remained immune and was able to stay glam throughout this whole time without having a ridiculous period.
Okay but on a serious note, the decade went from hot to not and then to hopefulness imo.
Now share your thoughts y'all!
honestly i just searched up old doll lines that got discontinued b/c i needed a blast from the past LOL
Great article!
What a ride and what a moment. Let's just pray that 2021 Bratz don't fail fans, though they will since it doesn't seem like Bratz can satisfy everyone now, but we can only hope. Also Mattel needs to get its shit together!! Barbie was ment to be a teenge age fashion model, not a basic
your average girl!
2010-2012 was really the best time for fashion dolls. Hopefully Bratz can continue into at least being a collector line. (as long as they consistently release, and don't just disappear)
I quite enjoyed reading back on the past 10 yrs of dolls. I believe that OMG, the regular LOL bobies and Capsule Chix will continue to serve through the next decade.. Hmm the fans that continuously churn out hot Bratz looks will also deliver. As for Bratz (brand), i'm not expecting much.. Unless MGA really takes the brand seriously and we have a successful reboot.. Barbara needs to buy a makeup pallette, tone her hair and buy better quality clothes. xx
And we really did miss out on some amazing Gaga dolls! It sucks how that situation played out. Imagine a world where we had MGA produced Gaga dolls, plus those Hasbro PCD dolls! :(
Looking back at it, this was definitely a strange decade for dolls. It's so weird thinking that the 10/10/10 collection came out nearly ten years ago. I miss the excitement that came with the 2010 and 2015 Bratz, even if they were disappointing at the time. I guess that's why I love OMG at the moment. They make me feel the same excitement that the Bratz relaunches did, except they actually deliver quality products. I hope the next decade is good for OMG, and I hope we get to see new Bratz as well.