Bratz causes stir by excluding Sasha then adds her in ‘Hello Kitty’ line

The iconic doll brand Bratz has been embroiled in controversy after initially omitting its Black core character, Sasha, from the high-profile Hello Kitty collaboration. Fans around the globe quickly called out the decision, demanding representation and accountability. In response, Bratz issued an apology and confirmed that Sasha would indeed be joining the collection.

Originally announced in late September 2025, the collab showcased the three other original Bratz girls, Chloe, Jade and Yasmin, alongside Hello Kitty-themed fashions. Sasha’s absence did not go unnoticed. Long-time fans of the franchise, praised for its diverse founding line-up, publicly expressed frustration and disappointment. The uproar quickly ignited online discourse about racial representation in toy lines and how legacy brands handle inclusivity.

Bratz parent company MGA Entertainment responded with a statement acknowledging the feedback, “We’ve heard your feedback about Sasha not being part of the Bratz x Hello Kitty collab. Sasha is forever a core Bratz girl… Together we’re thrilled to share that Sasha is joining the collaboration, more info to come soon.”

For many, the apology was welcome but came too late. Fans pointed out that Sasha’s exclusion betrayed the very ethos that made Bratz popular in the early 2000s, diverse characters at the forefront of fashion-doll culture. One fan wrote: “Admitting Sasha is an afterthought to y’all gives me the ick ngl.”

The official product page now lists a ‘Bratz x Hello Kitty® Doll – Sasha’ available for preorder, complete with themed outfit and accessories. The move ensures Sasha appears alongside the other main characters and reinforces her status within the brand’s core line.

This saga serves as a reminder of how powerful fan communities have become in shaping brand behaviour, especially around issues of representation. While the outcome may appear as a simple correction, the underlying tensions remain: how toy makers choose who gets to sit at the table and how legacy brands reconcile past decisions with modern expectations.