Toy brand Bratz is making a cinematic comeback with a new movie in development at Amazon MGM Studios, Kidscreen has confirmed.

Brand owner MGA Entertainment will produce this live-action project with LA-based Picturestart (Sweethearts) and business mogul Kim Kardashian (who voiced a poodle named Dolores in PAW Patrol: The Mighty Movie and PAW Patrol: The Movie). Kardashian is reportedly in talks to also play an antagonist in the movie, although plot details are still being hammered out.

Charlie Polinger (The Plague) and Lucy McKendrick (the upcoming Fangs) are currently working on a script, and MGA boss Isaac Larian is attached as an EP. Jason Larian and Jasmin Larian will produce on behalf of the toyco, with Erik Feig and Julia Hammer on board from the Picturestart team.

This will be the Bratz IP’s second collab with a member of the Kardashian family, following a 2023 partnership with Kylie Jenner for a range of dolls.

Bratz has sold more than 200 million dolls worldwide to date. The fashion-focused franchise already encompasses several animated series and also made its first swing into live action with 2007’s Bratz film. This tween comedy about four girls navigating the pressures of high school cliques grossed US$26 million at the box office.

Amazon MGM’s new feature could benefit from launching in a post-Barbie landscape—it’s similarly positioned as a multi-generational doll brand banking on star power to reach the same girl-skewing audience that helped turn Mattel’s live-action film into a US$1.4-billion tour de force. 

MGA’s Bratz dolls launched in 2001 and were geared toward Millennial and Gen Z consumers—which the film will likely attract in addition to kids audiences. Mining 2000s nostalgia is a tried-and-true strategy for MGA, which previously partnered with Paris Hilton, who was featured in the company’s Rainbow High animated series and doll line.

Featured image: The original four Bratz dolls from 2001