Scholastic Drops Bratz Books
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By Debra Lau Whelan -- School Library Journal, 09/22/2008
If you haven’t seen any Bratz books or items in your Scholastic catalog it’s because the publisher has dropped the brand from its book clubs and book fairs following complaints that they promote the sexualization of girls.
However, Scholastic says the move was part of a decision to “rotate the books in our book selection,” which happens routinely after consultations with a team of experienced in-house editors who consult with teachers, librarians, and other customers, says company spokeswoman Kyle Good.
The books are a spin-off of the highly popular 10-inch dolls, which have large heads, wide eyes, and full lips—and are often dressed in tight clothing, miniskirts, fishnet stockings, and feather boas.
The American Psychological Association created a "Task Force on the Sexualization of Girls" in February, 2007 and in its report said it was “worrisome when dolls designed specifically for 4- to 8-year-olds are associated with an objectified adult sexuality.”
Additionally, the Campaign for a Commercial-Free Childhood (CCFC), a national coalition that includes health care professionals, educators, advocacy groups, and parents, launched a letter-writing campaign in April 2007 urging Scholastic to stop promoting Bratz items at schools.
“You flooded Scholastic with emails urging them to stop selling books such as Lil' Bratz Dancin Divas, Lil' Bratz Catwalk Cuties, and Lil' Bratz Beauty Sleepover Bash, “said the CCFC. “And in the end, more than 5,000 emails from CCFC members were too much to ignore.”
Good said Scholastic’s decision wasn’t based on those complaints, but that the publisher does listen to what its customers, especially teachers and librarians, have to say. “Our goal has been and continues to be to provide quality, affordable books that meet the wide range of reading levels and interests of today’s students and help every child develop a love of reading,” Scholastic said in a statement.
Good stressed that Scholastic often gets mixed reviews from its customers—even of award-winning authors such as Phillip Pullman—but oftentimes books like the Bratz titles attract reluctant readers.
The last time Bratz books were available in Scholastic book clubs and fairs was last spring, and they are not scheduled for this year, Good says. The books sold very well at clubs during its first year in 2004 and sales have been slipping ever since.
