The Unsluttification Of Bratz?

When MGA Entertainment launched Bratz dolls onto the toy market six years ago, the dolls' huge bobble heads, giant anime eyes, pouty lips and tacky-wacky fashion choices made them instantly popular and instantly controversial. Earlier this year, the American Psychological Association cited concerns over the dolls' "sexualized clothing such as miniskirts, fishnet stockings and feather boas." Now the Bratz movie is slated to hit theaters August 3rd, and its producers are telling the New York Times it's, uh, good clean fun!

'The goal is to broaden the appeal by demonstrating to parents and children alike that there is more to these characters than what they think,' said Steve Beeks, president of Lionsgate. Mr Arad, who until recently served as chief executive of Marvel Studios, added: 'The one thing we didn't want is for this movie to be sassy.'

Not "sassy"? What's the point of that? Isn't "sassy" was one of the reasons kids liked Bratz in the first place? And is it any wonder sales are down? (By the by, rival toy company Mattel reports second-quarter net income is up 15%. Maybe the comparatively classy Barbie could teach the sassy Bratz a thing or two?)

Fishnets and All, Bratz Image Gets a Hollywood Polish [NYT]
Related: Mattel's Net Income Climbs 15% On International Sales [WSJ]