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Prepare to be entertained by MGA…

As we head towards the summer holidays, the latest issue of Licensing Source Book is focusing on fun, with a special publication 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.

We asked founder and ceo Isaac Larian to divulge the secrets to MGA’s success, and to tell us what kids – and kidults – will be playing with this year (spoiler: keep an eye on MGA’s Miniverse Make It Mini Food, which Isaac predicts will be the company’s “next billion-dollar property”).

We’ve also rounded up all the latest product and content releases from the MGA stable, from toys and fashion collaborations to gaming and TV content, and asked licensees and retailers of some of MGA Enertainment’s biggest brands explain what keeps consumers coming back for more.

“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,” said Mindy Puente-Escalera, svp of global licensing, MGA Entertainment. “For example, 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 confectionery 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.”

To read LSB’s special MGA Entertainment supplement, click here.

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