PLAYING TO WIN

from Iran in 1971 as a 17year-old, he now sits at the helm of one of the largest and fastest growing independent toy and entertainment companies in the world, which generates around $4bn–$4.5bn a year in retail sales and has nearly 1,700 full-time employees in multiple cities around the globe. It’s an achievement that is largely down to Isaac’s instinct for what delights kids, and a desire to embrace the new.

“I love the toy business, I’ve been doing it all my life, and what drives it is innovation, products that capture the imagination of little kids and have a lifelong effect on them. Many large companies just recycle the same ideas, and it’s something I’d like to see change in the industry. Because innovation fuels growth.”

Isaac seized his chance to bring something new to the toy market back in the early 2000s, when he spotted a gap in the market for fashion dolls that weren’t, “like 98 per cent of dolls [at that time], blonde and blue-eyed”. The resulting Bratz line – “the girls with a passion for fashion” – hit the market in 2001 and proved an instant hit, creating more than $2bn a year in revenue within just three years of launch.

The brand has recently exploded in popularity again, blowing up on TikTok and connecting with the original fans – many of whom are now parents themselves – as well as new ones. “My daughter and all her friends who grew up with the brand are returning to it for the nostalgia value,” says Isaac. “I even saw my daughter dress my baby granddaughter in a Bratz outfit.”

This cross-generational appeal has seen a wealth of collaborations across diverse categories such as cosmetics, adult apparel and mobile phone accessories, as well as innovations such as Bratz Minis and Bratz Mini Cosmetics, a line of 40 pop-culture collectibles that debuted last June. The Minis launch kicked off MGA's Miniverse, a new kidult-oriented collectible line of miniaturised versions of classic brands, such as Mini Little Tikes, which also encompasses MGA’s latest offering: MGA’s Miniverse Make It Mini Food. Inspired by the social media trend for miniaturised items, the blind-ball line offers consumers the chance to combine the individually wrapped mini “ingredients” into a finished dish that hardens when exposed to daylight or UV light. “As of this week, we are the

Driving success

number two mini collectible brand in the US, in less than six months,” says Isaac. “It’s going to be our next billion-dollar property.”

MGA’s stable of brands is wide-ranging, encompassing colourchanging Mermaze Mermaidz, Na! Na! Na! Surprise and Zapf Creation’s Baby Born, but it’s fair to say that its stand-out successes are two of the toy industry’s biggest hits of recent years – L.O.L. Surprise! and Rainbow High. L.O.L. Surprise! caused a sensation when it launched in 2016; the cute mini dolls (Tots) and accessories, wrapped in layers of coloured plastic and paper, captured all the excitement of the YouTube unboxing trend, and the brand extensions and innovations have kept on coming. Consumers can now get a super-sweet fix with L.O.L. Surprise! Loves Mini Sweets: dolls dressed in outfits inspired by wellknown confectionery brands, including Hershey’s Kisses, Jolly Rancher and Chupa Chups. The range launched at Smyths Toys in the UK in December last year and at wider retailers this January. “We haven’t done

Little Tikes joined the MGA Entertainment family in 2006 and continues to capture the imagination of pre-schoolers and parents alike. The classic outdoor brand is the UK #3 property and #1 brand in Outdoor & Sports Toys and the #1 property in Playground Equipment in value sales in the 12 months to March 2023, according to Circana UK POS data, while the Let’s Go Cozy Coupe series of animated shorts on YouTube has racked up 100 million views. The latest brand innovation is blindball Little Tikes Minis, scaled-down versions of classic designs like the Rocking Horse

Over

40,000 readers every month.

The official L.O.L. Surprise! magazine is the perfect treat for kids aged 5-9 and is packed with fun facts, quizzes, puzzles and crafts. A brand-new, exciting issue is on sale every four weeks and always comes with an amazing L.O.L Surprise! gift that L.O.L fans will love unboxing, as well as including lots to colour, make and do inside.

No. 4 Girls’ title and still growing!

much in-licensing before and it’s important that we try new things,” says Isaac. On screen, the first animated series focusing on the Tots will be debuting on 22 July 2023 on YouTube and KidoodleTV, and the MGA team will be working closely with US and UK retailers on promotions to align with the launch.

Like Bratz, Rainbow High fashion dolls are designed to be inclusive of all skin colours, ethnicities, and other differences. “The tagline is ‘Let your true colours shine,’” explains Isaac. “It’s the most beautiful fashion doll on the market, and the only one at that price point [for autumn lines prices start at below $20 rising to $60–$70] that has glass eyes.

Little girls want their dolls to have beautiful hair, and Rainbow High hair is washable in water, and the outfits and accessories are so detailed.” A HarperCollins book series launched in March, based on the hit animated Netflix series. “And we’ll be bringing some arts and crafts activity to the brand this autumn, which we’re excited about,” Isaac says.

The ‘Entertainment’ part of MGA Entertainment’s name indicates its position as a 360-degree brand, with toys forming just one part of the ecosystem. Having last year acquired animation studio Pixel Zoo and established MGA Studios, a new content division backed with $500m in capital, MGA is looking to expand its presence in the digital entertainment landscape. As well as ramping up its output of movies and TV shows, it will be making further inroads into the gaming market, an increasingly important touchpoint for young fans of MGA brands. This autumn will see the launch of the first-ever Rainbow High console title, Rainbow High: Runway Rush.

“One of our strategies is to provide as many touchpoints as possible for consumers to interact with the brand, whether it’s the dolls, or games, or clothing or costumes, and that’s why licensing is so important to us,” Isaac asserts. The company is also looking to develop projects in the LBE space, but for now, details are under wraps. What else is new? “A challenge and a goal for me is boys’ toys,” says Isaac, “and I’m excited to say we have a huge boys’ toy property coming in 2024.” He may have a unique gift for tuning into what kids want, but Isaac gives all the credit to his creative team. “I’m really proud of them. I sometimes literally dream of things that aren’t possible to do, and God bless them, they make it happen.”