PREPARE TO BE ENTERTAINED…

Welcome to this special supplement devoted to MGA Entertainment, home to some of the biggest and best-known toy and entertainment brands on the market.

From the mould-breaking Bratz to the UK’s fastest-growing fashion doll brand Rainbow High, evergreen classic Little Tikes and the unstoppable phenomenon that is L.O.L. Surprise! (which turns seven on 07/07 this year), MGA Entertainment brands continue to dominate at retail, on screen and in the licensing space.

In our in-depth interview on page 102, we delve into the hows and whys with founder and CEO Isaac Larian, and find out more about the company’s “next billion-dollar property”. We’ve rounded up all the latest product and content releases from the MGA stable on page 107, and on page 115, leading licensees and retailers give an insight into their partnerships with MGA and the licensed products that are flying off the shelves. Kids, parents, kidults, collectors, nostalgia fans – MGA’s portfolio offers something for everyone. We hope you enjoy finding out more.

The LSB team

“One of our key aims at MGA Entertainment is to offer as many touchpoints as possible for fans to interact with their favourite brands – and licensing is a huge part of that. For our recent L.O.L. Surprise! Loves Mini Sweets line we teamed up with Chupa Chups, Jelly Belly and other big names in the confectionary world, which has strengthened the brand while giving the ‘surprise’ element of it an extra dimension; wondering which world-class candy brand we’re going to partner with next is definitely keeping fans on their toes.

Our strategy is to continue to create new stories, while staying true to the core essence of our brands. We’re very much looking forward to this year’s Licensing Expo, where we’ll be showcasing yet more innovative play patterns and some exciting ‘newness’ for the back half of 2023 and early 2024 – keep an eye out for a few fun surprises for Bratz in the run-up to the holiday season! We pride ourselves on constantly offering new ways to keep fans engaged and excited, and with our latest slate of content, products and partnerships, we’re confident our brands will continue to touch multiple generations of fans around the world.”

Mindy Puente-Escalera, SVP of global licensing, MGA Entertainment

FOLDS FOR EASY STORAGE

FOLDING

DOUBLE SIDED DESIGN

FOLDS FOR EASY STORAGE

HOPPER

PLAYING

WIN MGA Entertainment’s founder and ceo Isaac Larian gives an insight into what kids – and kidults – will be playing with this year.

MAKING HEADLINES

A look at the latest innovations from MGA Entertainment, from toys and fashion collaborations to gaming and TV content. 19

LET’S HEAR IT FOR THE TOYS!

Licensees and retailers of some of MGA Entertainment’s biggest brands explain what keeps consumers coming back for more.

A consistent game changer in the toy space, MGA Entertainment has built a portfolio of compelling and trend-setting brands over the course of its 44-year history, from fashion dolls Bratz, L.O.L. Surprise! and Rainbow High to its latest hit IP – MGA’s Miniverse Make It Mini Food. Founder and CEO Isaac Larian explains why “don’t copy, be innovative” is the foundation for success.

“We’re the only toy company that has come up with over 100 new brands, from zero up,” says Isaac Larian when asked to sum up MGA Entertainment in a nutshell. “Out of those, 13 have gone on to do between $100m and $10bn, and another 50 have achieved anywhere between $25m and $50m.”

It’s fair to say that Isaac has the golden touch. Having arrived in the US