MGA Entertainment Goes Where The Kids Are

LAS VEGAS, June 9, 2015 /PRNewswire/ -- MGA Entertainment (MGAE), the world's largest private toy company, is planning to make a big impact on the toy industry in 2015 with several new product lines, and the refresh of its blockbuster Bratz brand. The toy industry leader has partnered with several agencies to help keep MGAE and its new collections at the forefront of retail industry and consumer conversations.

As the leading next-generation licensing partner in the toy industry, no other company knows how to reach kids of today like MGAE. Over its 35-year history, MGAE has built compelling and cutting edge franchises. This year's innovations include:

• Bratz: This game-changing doll brand has been re-invented for today's girl and is re-launching this summer with an innovative app, revolutionary entertainment content, top global agency partners and a new, relevant message platform.
• Project Mc²: This new doll line, based in STEM/STEAM curriculum, will launch day-and-date with its own original live-action series for tweens and a partnership with AwesomenessTV to provide short-form content via YouTube influencers.
• Lalaloopsy: One of the largest doll collector brands for girls, with an Emmy-nominated animated series on Nick Jr., is now entering its 5th year. To celebrate, MGAE will host a Super Silly Party full of surprises this fall, across all of our licensing, entertainment and retail partners.
• Little Tikes: A classic brand of toys that set imaginations in motion, get preschoolers away from screen time, and engage them in active play. Although Little Tikes is known for many of its iconic items, it has made the transition to a lifestyle brand known for safety, durability, and quality products.

"Throughout decades in the toy business, MGAE's talented creative team has been the industry's biggest innovator and game changer. During just the past 15 years, MGAE has created two major global brands (Bratz and Lalaloopsy) from scratch. Since its purchase in 2006, MGAE has also grown the Little Tikes brand to consistently appear on top 10 best brands worldwide lists," said Isaac Larian, CEO of MGA Entertainment. "MGAE is on track to bring a few more incredible brands to the toy market in the next few years. Project Mc2 is one of them, and a blockbuster." 

For example, to support the global reintroduction of the Bratz brand, MGAE has partnered with several leading agencies including Droga5, a Manhattan-based global advertising agency and AdWeek's 2014 Agency of the Year; Haworth Marketing + Media, a full-service media agency that will be leading the development of media strategy, planning and activation; Konnect PR and Konnect Interactive, which will serve as the U.S. public relations and social media agencies of record. Fullscreen, a global network of content creators and brands on YouTube, has been contracted to manage influencer relationships. Additionally, Bratz is working on a content collaboration with Stoopid Buddy Stoodios, a production studio specializing in groundbreaking animations. VFILES, a revolutionary global media company, social network and fashion retailer, will feature an exclusive apparel and doll line for holiday 2015.

Target, Walmart and Toys "R" Us are all supporting the launch with significant shelf space. In addition, Target will carry an exclusive apparel and accessories collection produced by Mighty Fine and Accessory Innovations.

Additional licensing partners signed on for the re-launch of Bratz, include: Cardinal Games, Fantasia, Franco Manufacturing, Handcraft Manufacturing, Horizon Group USA, Komar Kids, Lotta Luv, Sakar.

The 2015 Las Vegas Licensing Expo will take place from June 9-11 at the Mandalay Bay Convention Center located at 3950 S. Las Vegas Blvd. MGAE will be exhibiting at booth #Q165. For more information on the Las Vegas Licensing Expo, please visit www.licensingexpo.com. For more information on MGAE, please visit www.mgae.com.

About MGA Entertainment

MGA Entertainment, a consumer entertainment products company headquartered in Van Nuys, California, manufactures innovative lines of proprietary products for the toy and consumer electronics market. The company also licenses its products in such areas as home decor, stationery and sporting goods. The MGA family includes award-winning brands such as Little Tikes®, Lalaloopsy™, Moxie Girlz™, Mooshka™, Bratz®, Vi and Va™, and Zapf Creation®.

SOURCE MGA Entertainment

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