Marking the Bratz franchise’s first-ever celebrity partnership, MGA Entertainment has launched a new line of Mini Bratz dolls based on beauty mogul Kylie Jenner.  

The first six figures debuted globally today, recreating some of Jenner’s most memorable real-world fashion moments (such as the purple Versace dress she wore to the 2019 Met Gala). Plus they come with fun accessories, like a miniature dog based on her pet greyhound, Norman.

Designed to meet a larger demand for “collectible toys for fans of all ages,” according to a release, each of these mini-dolls are available in two different package designs to maximize collector appeal. They’re selling now on the official Bratz website, and at select Walmart, Amazon, Target, Macy’s and Walgreens in-store locations. 

But this is just the first phase of a much broader partnership that leverages nostalgia for the Bratz brand and Jenner’s Gen Z and teen fanbase (she has 54.2 million followers on TikTok). There’s already another line of fashion dolls in the works for a September launch, as well as an immersive fan experience that will be unveiled at a later date. 

Bratz debuted in 2001 as a line of fashion dolls for tween girls that quickly took the category by storm. The brand earned US$2.5 billion in global retail sales by 2004, and it has since been expanded with several animated TV series and movies, a live-action feature and six music albums. MGA has also continued to innovate the core product, introducing its Mini Bratz line last year.

The company has lately been dabbling with celebrity partnerships and nostalgia to reach a wider audience for other IPs in its portfolio. In 2022, it launched a collectible Rainbow High doll based on Paris Hilton.