Bratz the new queen of the fashion-doll world as Barbie is toppled

Barbie has been toppled from her long-standing position as the UK's best-selling fashion doll by Bratz, launched in the UK three years ago. The retail audit company NPD said the new kids on the block outsold Barbie last month, snatching a 45 per cent share of the fashion-doll market.

Barbie has been toppled from her long-standing position as the UK's best-selling fashion doll by Bratz, launched in the UK three years ago. The retail audit company NPD said the new kids on the block outsold Barbie last month, snatching a 45 per cent share of the fashion-doll market.

The firm said it was the first time Barbie had dropped from the top spot since it began collating data on the sector 10 years ago. Barbie remains number one in the wider market which also includes dolls' accessories and clothing.

Bratz, which sell for £22 each and come in a variety of styles, are designed to appeal to young girls, with up-to-date clothes and accessories.

Sales of Bratz are 130 per cent up on last year, says Vivid Imaginations, which markets the toy in the UK.

Nick Austin, the chief executive, said: "Bratz came from nowhere and captured the hearts and minds of a new generation of girls. This is a real David versus Goliath marketing story, where an iconic, classic brand has been toppled by an entrepreneurial competitor with a brand more relevant to today's fast-changing consumer."

Mattel, which makes Barbie, was unable to comment on the figures.

Bratz were created in 2000 by the US toy company MGA Entertainment as a direct rival to Barbie. They were launched worldwide in 2002 and have sold 80 million dolls in more than 100 countries.

The toy's slogan is: "The girls with a passion for fashion."