MGA Entertainment's Bratz line of dolls and accessories debuted in 2001 as a hip alternative to Mattel's Barbie, and quickly became the longstanding doll brand's biggest competitor. The Bratz -- trademarks Cloe, Sasha, Jade, Yasmin, and Roxxi -- were "Girls with a Passion for Fashion." Referred to as "lifestyle fashion" dolls, they embodied a confident, edgy, and fashion-forward 21st century version of the Spice Girls' old "Girl Power" slogan. Despite some complaining from concerned parents and conservative groups, the Bratz line quickly took hold of the 'tween market, and captivated 9-12 year olds with a range of clothing styles, accessories, and play sets. In July 2005 MGA introduced the "Rock Angelz" line of Bratz dolls. Decked out in vintage leather and newsboy caps and sporting electric guitars, the quintet became their very own rock band.
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