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Mga Entertainment

www.mgae.com link_icon

Company Market Research Report: MGA Entertainment



Company Overview


  • Name: MGA Entertainment Inc.

  • Mission: To inspire imagination and creativity with innovative toys, entertainment, and experiences that turn play into limitless possibilities.

  • Foundation: Founded in 1979 as Micro Games of America; renamed to MGA Entertainment in 1997.

  • Founder: No information is available.

  • Key People:

  • Luis T. - Sr. Designer

  • Dwight M. - Director, Talent Acquisition

  • Alice Y. - Sales Director, Asia

  • Taina K. - Social Media Coordinator

  • Julie M. - VP, Global Supply Planning

  • Mindy P. - SVP, Global Licensing

  • Michael R. - Director, Development and Production

  • Headquarters: Los Angeles, United States

  • Number of Employees: No information is available.

  • Revenue: No information is available.

  • Reputation: Known for its commitment to creativity, quality, and innovation in the toy and entertainment industry.


Products



Product Lines Overview


MGA Entertainment has created several vibrant brands, each unique in its appeal and target market. These brands have amassed over $100 million in sales. Below is a breakdown of some core products and features:

1. Bratz


  • Category: Fashion Dolls

  • Key Features: First diverse fashion dolls; revolutionized the doll industry by emphasizing diversity.


2. Little Tikes


  • Category: Preschool and Outdoor Toys

  • Key Features: Iconic 55-year-old brand known for sturdy, educational toys suitable for young children.


3. L.O.L. Surprise!


  • Category: Collectible Dolls

  • Key Features: Known for blind unboxing; consistently ranked as one of the top five toy properties globally since its December 2016 launch.


4. Rainbow High


  • Category: Fashion Dolls

  • Key Features: Popular new fashion doll line; recognized as the No. 1 doll property globally in 2023.


5. MGA’s Miniverse


  • Category: Miniature Collectibles

  • Key Features: Detailed miniature food and lifestyle collectibles; targets the “Kidult” demographic.


6. CarTuned


  • Category: Diecast Cars

  • Key Features: Chibi-style collectibles with real rubber tires, metal bodies; designed for collectors.


7. Yummiland


  • Category: Dolls

  • Key Features: DIY activity-based, focusing on cosmetic appeal and collectability; includes lip gloss features.


Additional Brands


  • BABY born

  • Fluffie Stuffiez

  • Grossmos!

  • Pixel Petz


Recent Developments



New Products and Launches


1. CarTuned: Launched in 2024, introduced to the diecast car category with a focus on collectors, featuring Chibi art style.
2. Yummiland: Also introduced in 2024, this new line of dolls features a blend of DIY activity, collectability, and cosmetic appeal for children aged four and up.

Initiatives and Expansion


  • New Direct-to-Consumer Site: Launched "The MGA Shop" which consolidates all brands under one storefront, offering online-only exclusives and early access to products.

  • International Expansion: Established four subsidiaries in the European Union to support fast-growing international business.

  • Partnerships and Collaborations: Engaged in collaborations featuring a new lineup with L.O.L. Surprise! Loves CRAYOLA and expanding the portfolio with Little Tikes’ collaborations with Sesame Workshop and Universal Products.


Recent Media and Campaigns


  • Rainbow High: Launched "Rainbow World" in the latest season with new content and product lines.

  • L.O.L. Surprise!: Celebrated the 50th Anniversary of Hello Kitty with a limited-edition collection.


Conclusion


MGA Entertainment continues to exhibit strong market presence through strategic brand expansions, innovative product designs, and forward-thinking international growth. Despite lack of specific financial figures, the consistent growth in product lines and brand recognition suggests robust company performance in the toy and entertainment sector.