Flavas
Encyclopedia
Flavas is an American line of fashion doll
s created by Mattel
in 2003. They are multi-ethnic 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 tween
s (8-12 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. Flavas 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. But following sales that were described as "disastrous" they were discontinued within a year.
, black and white people. They have an urban sensibility and are dressed in hip hop
fashions. Their accessories include ghetto blasters
, cell phones, "bling-bling
" jewellery and stick-on tattoos. The packaging, which doubles as a doll stand, is designed as a wall painted with graffiti
. Instructions on the box say: "Pull my street stand from the box, so I have a spot to hang out." Newsweek
described them as "edgy" and "ghetto-fabulous". Marketed with a focus on self-expression and individuality, the Flavas dolls have more points of articulation than traditional fashion dolls. This allows for a wider range of posing and, according to Mattel, to express more "attitude". Each doll has a unique face sculpt and a different height, ranging from 10.5 inches to 11 inches. They were each released in two different styles and each style was packaged with two different outfits. The complex jointing and individual molds made the Flavas dolls more difficult to manufacture than most other fashion dolls.
had dominated the fashion doll
market since the 1959 release of their Barbie
doll. At the 1997 peak they held more than 90% of the market. MGA Entertainment
released Bratz
in 2001. With big heads and pouty lips they appealed to the 8-12 year old tween
market group. Bratz achieved great success and gradually took over some of the more wholesome Barbie doll's market share. Meanwhile the market for Barbie grew younger. By 2003 the main market was 3-6 years olds and Barbie's share of the fashion doll market had dropped to about 70%. In fall 2002 Mattel released My Scene
, a line of redesigned Barbie dolls, in a bid to appeal to tweens and compete with Bratz. But they failed to reverse the company's faltering sales. 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. Production began only three months after Flavas were designed, and The New York Times
described their launch as being rushed. The New York Times said that Flavas "appeared to be heavily inspired" by Bratz while Newsweek
described Bratz as the "anti-Barbie" and Flavas as Mattel's "anti-Barbie of its own." Wall Street Journal commented that the Bratz success pushed Mattel to release Flavas in direct competition with its own Barbie dolls.
Flavas, which per Mattel should be pronounced FLAY-vuhz, were marketed with the slogan "What’s Your Flava?" Mattel described them as "the first reality-based fashion doll brand" with "authentic style, attitude and values." Jerry Bossick, a Mattel senior vice president said: "Older girls want a doll that represents realistic aspirations." 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." The song "What's Your Flava?
" from 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." Coinciding with the US release, the Flavas brand sponsored Christina Aguilera
's 2003 summer tour. In the UK Flavas were launched by the British hip hop group Mis-Teeq
.
described the Flavas dolls as out of touch and questionable role models for children, calling them "unimaginative stereotypes" and saying that one of the dolls looks like a "drug-dealing pimp." Toy industry analyst Sean McGowan said that they look like "hip-hop as designed by committee." Raquel Wilson, editor in chief of hip-hop e-zine Verbalisms said: "They completely misrepresent the culture." Dr John Richer, a clinical child psychologist in Oxford, England said: "This has the same sort of flavour as beauty contests in America where little kids get dolled up as teenagers." Miriam Arond, the editor in chief of Child
described the dolls' multiculturalism as positive: "a very nice way of helping children all over the country realize that people look many different ways." Several British toy industry analysts expected the Flavas dolls to sell well, one of them saying that "the risqué nature of these dolls would guarantee their success." But they sold poorly—Wall Street Journal described their results as "disastrous". According to AP
some analysts believed Flavas were just "too edgy." Businessweek said that the "clunky jewelry and graffiti on the packaging ... scared away mothers and left kids cold." They ended up being taken off the market after less than a year. Several Mattel executives were let go following the discontinuation. Moe Tkacik of Slate
described Flavas as "ridiculous, but in a cute way" and questioned if their hasty withdrawal had been premature, suggesting they could have found a niche market.
Fashion doll
Fashion dolls are dolls primarily designed to be dressed to reflect fashion trends. They are manufactured both as toys for children to play with and as collectibles for adult collectors. The dolls are usually modeled after teen girls or adult women, though child, male, and even some non-human...
s created by Mattel
Mattel
Mattel, Inc. is the world's largest toy company based on revenue. The products it produces include Fisher Price, Barbie dolls, Hot Wheels and Matchbox toys, Masters of the Universe, American Girl dolls, board games, and, in the early 1980s, video game consoles. The company's name is derived from...
in 2003. They are multi-ethnic and have an urban, hip hop
Hip hop
Hip hop is a form of musical expression and artistic culture that originated in African-American and Latino communities during the 1970s in New York City, specifically the Bronx. DJ Afrika Bambaataa outlined the four pillars of hip hop culture: MCing, DJing, breaking and graffiti writing...
style with "bling-bling
Bling-bling
Bling is a slang term popularized in hip hop culture, referring to flashy, ostentatious or elaborate jewelry and ornamented accessories that are carried, worn or installed, such as cell phones or tooth caps....
" jewellery and stick-on tattoos, described as "ghetto-fabulous" by Newsweek
Newsweek
Newsweek is an American weekly news magazine published in New York City. It is distributed throughout the United States and internationally. It is the second-largest news weekly magazine in the U.S., having trailed Time in circulation and advertising revenue for most of its existence...
. They were designed to appeal to tween
Tween (demographic)
A tween is a North American neologism that describes a person who is between the ages of 9 and 12 years old . The term is often described in popular media as referring to a pre-adolescent who is at the "in-between" stage in their development when they are considered "too old for toys, too young...
s (8-12 year olds) and compete with the widely successful Bratz
Bratz
Bratz is an American line of fashion dolls and merchandise manufactured by MGA Entertainment. Four original 10" dolls were released in 2001 - Cloe, Jade, Sasha and Yasmin...
dolls. They were marketed as "reality-based" and "authentic" and have more points of articulation than traditional fashion dolls for more expressive posing. Flavas 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. But 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 ethnically diverse and portray HispanicHispanic and Latino Americans
Hispanic or Latino Americans are Americans with origins in the Hispanic countries of Latin America or in Spain, and in general all persons in the United States who self-identify as Hispanic or Latino.1990 Census of Population and Housing: A self-designated classification for people whose origins...
, black and white people. They have an urban sensibility and are dressed in hip hop
Hip hop
Hip hop is a form of musical expression and artistic culture that originated in African-American and Latino communities during the 1970s in New York City, specifically the Bronx. DJ Afrika Bambaataa outlined the four pillars of hip hop culture: MCing, DJing, breaking and graffiti writing...
fashions. Their accessories include ghetto blasters
Boombox
Boombox is a colloquial expression for a portable cassette or CD player. Other terms known are ghetto blaster, jambox, or radio-cassette. It is a device capable of receiving radio stations and playing recorded music , usually at relatively high volume...
, cell phones, "bling-bling
Bling-bling
Bling is a slang term popularized in hip hop culture, referring to flashy, ostentatious or elaborate jewelry and ornamented accessories that are carried, worn or installed, such as cell phones or tooth caps....
" jewellery and stick-on tattoos. The packaging, which doubles as a doll stand, is designed as a wall painted with graffiti
Graffiti
Graffiti is the name for images or lettering scratched, scrawled, painted or marked in any manner on property....
. Instructions on the box say: "Pull my street stand from the box, so I have a spot to hang out." Newsweek
Newsweek
Newsweek is an American weekly news magazine published in New York City. It is distributed throughout the United States and internationally. It is the second-largest news weekly magazine in the U.S., having trailed Time in circulation and advertising revenue for most of its existence...
described them as "edgy" and "ghetto-fabulous". Marketed with a focus on self-expression and individuality, the Flavas dolls have more points of articulation than traditional fashion dolls. This allows for a wider range of posing and, according to Mattel, to express more "attitude". Each doll has a unique face sculpt and a different height, ranging from 10.5 inches to 11 inches. They were each released in two different styles and each style was packaged with two different outfits. The complex jointing and individual molds made the Flavas dolls more difficult to manufacture than most other fashion dolls.
Background and launch
By the late 1990s MattelMattel
Mattel, Inc. is the world's largest toy company based on revenue. The products it produces include Fisher Price, Barbie dolls, Hot Wheels and Matchbox toys, Masters of the Universe, American Girl dolls, board games, and, in the early 1980s, video game consoles. The company's name is derived from...
had dominated the fashion doll
Fashion doll
Fashion dolls are dolls primarily designed to be dressed to reflect fashion trends. They are manufactured both as toys for children to play with and as collectibles for adult collectors. The dolls are usually modeled after teen girls or adult women, though child, male, and even some non-human...
market since the 1959 release of their Barbie
Barbie
Barbie is a fashion doll manufactured by the American toy-company Mattel, Inc. and launched in March 1959. American businesswoman Ruth Handler is credited with the creation of the doll using a German doll called Bild Lilli as her inspiration....
doll. At the 1997 peak they held more than 90% of the market. MGA Entertainment
MGA Entertainment
MGA Entertainment is a manufacturer of children's toys and entertainment products founded in 1979. Its products include the Bratz fashion doll line, Lalaloopsy, Kachooz!, Moxie Girlz, Moxie Teenz, Hugwallas, BFC, Ink. and Rescue Pets. MGAE also owns The Little Tikes Company...
released Bratz
Bratz
Bratz is an American line of fashion dolls and merchandise manufactured by MGA Entertainment. Four original 10" dolls were released in 2001 - Cloe, Jade, Sasha and Yasmin...
in 2001. With big heads and pouty lips they appealed to the 8-12 year old tween
Tween (demographic)
A tween is a North American neologism that describes a person who is between the ages of 9 and 12 years old . The term is often described in popular media as referring to a pre-adolescent who is at the "in-between" stage in their development when they are considered "too old for toys, too young...
market group. Bratz achieved great success and gradually took over some of the more wholesome Barbie doll's market share. Meanwhile the market for Barbie grew younger. By 2003 the main market was 3-6 years olds and Barbie's share of the fashion doll market had dropped to about 70%. In fall 2002 Mattel released My Scene
My Scene
My Scene is an American series of fashion dolls created by Mattel in 2002. Mattel's Barbie character is one of the dolls in the My Scene line, and the My Scene dolls have slim bodies similar to earlier Barbie dolls, but with larger heads...
, a line of redesigned Barbie dolls, in a bid to appeal to tweens and compete with Bratz. But they failed to reverse the company's faltering sales. 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. Production began only three months after Flavas were designed, and The New York Times
The New York Times
The New York Times is an American daily newspaper founded and continuously published in New York City since 1851. The New York Times has won 106 Pulitzer Prizes, the most of any news organization...
described their launch as being rushed. The New York Times said that Flavas "appeared to be heavily inspired" by Bratz while Newsweek
Newsweek
Newsweek is an American weekly news magazine published in New York City. It is distributed throughout the United States and internationally. It is the second-largest news weekly magazine in the U.S., having trailed Time in circulation and advertising revenue for most of its existence...
described Bratz as the "anti-Barbie" and Flavas as Mattel's "anti-Barbie of its own." Wall Street Journal commented that the Bratz success pushed Mattel to release Flavas in direct competition with its own Barbie dolls.
Flavas, which per Mattel should be pronounced FLAY-vuhz, were marketed with the slogan "What’s Your Flava?" Mattel described them as "the first reality-based fashion doll brand" with "authentic style, attitude and values." Jerry Bossick, a Mattel senior vice president said: "Older girls want a doll that represents realistic aspirations." 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." The song "What's Your Flava?
What's Your Flava?
"What's Your Flava?" is the first single released by the British R&B artist Craig David from his second album Slicker Than Your Average. In 2003, the song was used in a commercial for Mattel's highly unsuccessful Flavas dolls. In 2007, an edited and condensed version of the song was used for...
" from R&B artist Craig David
Craig David
Craig Ashley David is an English singer and songwriter. He has released five studio albums: Born to Do It, Slicker Than Your Average, The Story Goes..., Trust Me, Signed Sealed Delivered and a Greatest Hits album...
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." Coinciding with the US release, the Flavas brand sponsored Christina Aguilera
Christina Aguilera
Christina María Aguilera is an American recording artist and actress. Aguilera first appeared on national television in 1990 as a contestant on the Star Search program, and went on to star in Disney Channel's television series The Mickey Mouse Club from 1993–1994...
's 2003 summer tour. In the UK Flavas were launched by the British hip hop group Mis-Teeq
Mis-Teeq
Mis-Teeq are a British R&B girl group, comprising singers Alesha Dixon, Su-Elise Nash and Sabrina Washington. Originally a quartet which included Zena McNally, the group was formed in 1999 and released three major studio albums and seven consecutive UK top ten singles, including international hits...
.
Reception and discontinuation
Kyra Kyles from the Chicago TribuneChicago Tribune
The Chicago Tribune is a major daily newspaper based in Chicago, Illinois, and the flagship publication of the Tribune Company. Formerly self-styled as the "World's Greatest Newspaper" , it remains the most read daily newspaper of the Chicago metropolitan area and the Great Lakes region and is...
described the Flavas dolls as out of touch and questionable role models for children, calling them "unimaginative stereotypes" and saying that one of the dolls looks like a "drug-dealing pimp." Toy industry analyst Sean McGowan said that they look like "hip-hop as designed by committee." Raquel Wilson, editor in chief of hip-hop e-zine Verbalisms said: "They completely misrepresent the culture." Dr John Richer, a clinical child psychologist in Oxford, England said: "This has the same sort of flavour as beauty contests in America where little kids get dolled up as teenagers." Miriam Arond, the editor in chief of Child
Child (magazine)
Child is a discontinued American parenting magazine founded by Jackie Leo and MaryAnn Sommers in 1986 and published through 2007. It was originally backed by Italian publishers, then sold to The New York Times Magazine Group which published it until 1995 along with its other women’s magazines,...
described the dolls' multiculturalism as positive: "a very nice way of helping children all over the country realize that people look many different ways." Several British toy industry analysts expected the Flavas dolls to sell well, one of them saying that "the risqué nature of these dolls would guarantee their success." But they sold poorly—Wall Street Journal described their results as "disastrous". According to AP
Associated Press
The Associated Press is an American news agency. The AP is a cooperative owned by its contributing newspapers, radio and television stations in the United States, which both contribute stories to the AP and use material written by its staff journalists...
some analysts believed Flavas were just "too edgy." Businessweek said that the "clunky jewelry and graffiti on the packaging ... scared away mothers and left kids cold." They ended up being taken off the market after less than a year. Several Mattel executives were let go following the discontinuation. Moe Tkacik of Slate
Slate (magazine)
Slate is a US-based English language online current affairs and culture magazine created in 1996 by former New Republic editor Michael Kinsley, initially under the ownership of Microsoft as part of MSN. On 21 December 2004 it was purchased by the Washington Post Company...
described Flavas as "ridiculous, but in a cute way" and questioned if their hasty withdrawal had been premature, suggesting they could have found a niche market.