Flavas

Flavas is an American line of fashion dolls created by Mattel in 2003. They are multiethnic and have an urban, hip hop style with "bling-bling" jewellery and stick-on tattoos, described as "ghetto-fabulous" by Newsweek. They were designed to appeal to tweens (8- to 12-year-olds) and compete with the widely successful Bratz dolls. They were marketed as "reality-based" and "authentic" and have more points of articulation than traditional fashion dolls for more expressive posing.

Upon release, Flavas were poorly received and were criticized for being stereotypical, bad role models, and a misrepresentation of hip hop culture. Their multiculturalism was described as positive, and British analysts expected their "risqué nature" to translate to high sales. However, following sales that were described as "disastrous", they were discontinued within a year.

Doll design

The six Flavas dolls, Kiyoni Brown, Happy D, Tika, Liam, P. Bo, and Tre, are racially diverse and portray Latin, black and white people.[1] They have a street sensibility and are dressed in urban fashions.[2][3]

Background and launch

By the late 1990s, Mattel had dominated the fashion doll market since the 1959 release of their Barbie doll.[6] At the 1997 peak they held more than 90% of the market.[6] MGA Entertainment released Bratz in 2001. With big heads and pouty lips they appealed to the 8- to 12-year-old tween market group. Bratz achieved great success and gradually took over some of the more wholesome Barbie doll's market share.[3][6][7] Meanwhile, the market for Barbie grew younger. By 2003, the main market was 3 to 6-year-olds and Barbie's share of the fashion doll market had dropped to about 70%.[6][7] In Fall 2002, Mattel released My Scene, a line of redesigned Barbie dolls, in a bid to appeal to tweens and compete with Bratz; however, they failed to reverse the company's faltering sales.[3][6][7] Less than a year after the My Scene release, Flavas were launched in Summer 2003 in a second attempt to appeal to the tween market and offer competition to Bratz.[1][3][6] Production began only three months after Flavas were designed, and

Flavas, which per Mattel should be pronounced FLAY-vuhz, were marketed with the slogan "What's Your Flava?"[5] Mattel described them as "the first reality-based fashion doll brand" with "authentic style, attitude and values."[5] Jerry Bossick, a Mattel senior vice president said: "Older girls want a doll that represents realistic aspirations."[3] Mattel representative Julia Jensen said: "Our research told us that a lot of young girls are now aspiring to the world of rap and hip-hop music."[4] The song "What's Your Flava?" from British R&B artist Craig David was used in Flavas television commercials, which aired during teen-targeted programming. Jensen said that "by aligning with a real song by an incredible artist like Craig David" they strengthened their position of "authenticity and reality."[8] Coinciding with the US release, the Flavas brand sponsored Christina Aguilera's 2003 summer tour.[5] In the United Kingdom, Flavas were launched by the British hip hop group

Doll design

Background and launch

Criticism and discontinuation

References

type	Fashion doll
country	United States
company	Mattel
from	2003
to	2004
slogan	What's Your Flava?