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MGA Entertainment Licenses Worldwide Multi-Platform Videogame Rights for the Lalaloopsy™ Brand to Activision Publishing First Nintendo DS™ Title Based on the Hugely Popular Line of Collectible Lalaloopsy™

LAS VEGAS, June 13, 2011 /PRNewswire/ -- Licensing International Expo -- MGA Entertainment, the innovative toy company behind the highly successful line of Lalaloopsy™ collectible dolls, has granted Activision® Publishing, Inc. (Nasdaq: ATVI) the exclusive worldwide rights to develop, manufacture and distribute videogames based on the Lalaloopsy™ brand and characters. The agreement covers entertainment software products across multiple platforms such as handheld, console and connected platforms, as well as PC and mobile devices.  The new Lalaloopsy™ videogames are expected to debut holiday of 2011.

"We are very excited to partner with Activision whose videogame titles continue to break sales records," said Isaac Larian, CEO, MGA Entertainment . "They truly understand how to convert hot toy properties and have successfully translated the highly collectible nature of the brand into an interactive gaming experience that kids and their parents will love!"

Lalaloopsy™ fans can stay up-to-date on all the latest Lalaloopsy™ news by visiting the website, www.lalaloopsy.com

About MGA Entertainment, Inc.

MGA Entertainment, a consumer entertainment products company headquartered in Van Nuys, California, manufactures innovative lines of proprietary and licensed products including toys and games, dolls, consumer electronics, home decor, stationery and sporting goods. The MGA family includes award-winning brands such as Little Tikes®, Lalaloopsy™, Bratz®, Moxie Girlz™, BFC, Ink ™, Rescue Pets® and Zapf Creation®. The Company is continuing its tradition of creating imaginative doll brands for girls. For more information please visit: www.mgae.com, www.littletikes.com, www.lalaloopsy.com, www.bratz.com, www.moxiegirlz.com, www.moxieteenz.com, and www.bfcink.com.

About Activision Publishing, Inc.

Headquartered in Santa Monica, California, Activision Publishing, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products.

Activision Publishing maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, Norway, Denmark, the Netherlands, Australia, South Korea, China and the region of Taiwan. More information about Activision and its products can be found on the company's website, www.activision.com.  

©2011 Activision Publishing, Inc. Activision is a registered trademark of Activision Publishing, Inc.  Nintendo DS is a trademark of Nintendo. © 2006 Nintendo. All other trademarks and trade names are the properties of their respective owners. All rights reserved.

Contact:

Contact:

Amanda Young

Susan Hale

Sandbox Strategies

MGA Entertainment

212-213-2451

818 221-4326

amanda@sandboxstrat.com

shale@mgae.com



SOURCE MGA Entertainment



RELATED LINKS
http://www.mgae.com
http://www.lalaloopsy.com
http://www.activision.com

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