THE Bratz are picture perfect girls, wearing heavy diva-like make-up and oh-I’m-so-bored expressions. The dolls are packaged in skimpy outfits – fishnet stockings and mini skirts or midriff tops and skin fitting hipsters. They are specially designed for girls 9 to 12 years of age, but obviously attract much younger children.

“The question as to whether this new, barely clothed, made-up doll will influence the minds of children is not in question – it will,” clinical psychologist, at the Jamaica Psychology Association, Dr Charles Carr said of the toys that have hit the market in more than 70 countries.

A recent report in the TimesOnline said that Bratz dolls are harmful to young girls. It reported that a group of psychologist in the United States have found that the sexualised images in the media are psychologically damaging to young girls and corrupting their childhood as inappropriate images are portrayed.

Bratz has overtaken Barbie in many parts of the world as the number one selling fashion doll, according to a report from collectdoll.about.com. Besides the dolls, there are playsets, outfits, fashions for girls, DVDs and video games. The dolls have even won several toy industry awards, including Character Brand Licence of the Year from Licensing Industry Merchandisers

Association (LIMA), as well as several Toy of the Year and other awards from Family Fun and the Toy Industry Association (TIA). Bratz are multi-ethnic and comes in several characters, including Cloe, Sasha, Jade and Yasmin.

Dr Carr explained that researchers have been studying the effect these images have on children, and are seeing where children may get a distorted view of women and how they dress, by viewing scantily clad dolls such as the Bratz. He added that the younger the child, the more he or she will be influenced by what they see.

“Children learn from observation,” he said. “They constantly watch what adults are doing and try to imitate the behaviours and actions that they see. Additionally, they learn from interactions with their

toys, television, and their peers.”

Parents, he said, “need to know what their children are doing all of the time. They need to regulate how much television they watch, who they play with, where they are, and whether or not what they are doing is appropriate for their age”.

Faith Webster, acting executive director at the Bureau of Women’s Affair, feels that while there is no harm in young girls wanting to enhance themselves and look beautiful, the dolls could promote a stereotype that could damage the self-worth and self-value of young girls.

“We don’t want our young girls to think that if they don’t have a model-type look they are not good enough. We don’t want them to think that if they don’t look that way, they are not accepted,” she said.

Webster noted that it was because of the stereotype that is being portrayed that gave way to the bleaching of the skin, as young girls are no longer satisfied with their appearances.

“Don’t get me wrong, we all want to look good, but we don’t want the wrong messages sent,” she said. “If they bleach, they feel they are more wanted and loved. What are we telling these girls?”

She explained that when these girls see these sexualised images of the Bratz dolls, they will internalise the images. When they get older, they will look at themselves and not be satisfied or comfortable with what they see, resulting in them not accepting who they are.

Instead, Webster emphasised that we need to develop positive images that will teach our girls self worth and self-balance – images other than these dolls.

“We need to teach our girls to accept themselves the way they are. It is a lot of pressure, and a lot work has to be done but we need to let them socialise in a positive manner,” she concluded.