MGA Entertainment
| Company type | Private |
|---|---|
| Industry | Toy and entertainment |
| Founded | 1979 |
| Founder | Isaac Larian |
| Headquarters | Chatsworth, Los Angeles , United States |
Area served | Worldwide |
Key people | Isaac Larian (CEO and majority owner) |
| Products | Bratz, Num Noms, Lalaloopsy, Rainbow High, Scan2Go, Little Tikes, L.O.L. Surprise!, Moxie Girlz, Project Mc2, Zapf Creation |
Number of employees | 1,100 (2020s) |
| Website | www |
MGA Entertainment Inc. (Micro-Games America Entertainment) is a privately held company specializing in the production of children's toys and entertainment items. Established in 1979 by entrepreneur Isaac Larian, who continues to serve as CEO and holds the majority ownership, MGA's portfolio boasts prominent brands such as Bratz, Num Noms, Lalaloopsy, Rainbow High, alongside boys' toy lines like Scan2Go. The firm also owns Little Tikes and operates an animation division known as MGA Studios.
Based in a mixed-use corporate campus located in Chatsworth, Los Angeles, MGA operates globally with an employee base of around 1,100. In 2018, the company revealed plans to broaden its international footprint by launching an office in Australia early the following year.
In 2020, MGA reported revenues totaling US $9.15 billion, underscoring robust financial results fueled by innovative product development and strategic acquisitions. Under the leadership of founder and CEO Isaac Larian, the company has executed effective strategies to strengthen its position within the toy and entertainment sectors by leveraging its varied product range and subsidiary companies to drive growth and increase market share.
History
Isaac Larian, originally an Iranian civil engineering student, initiated his entrepreneurial journey with Surprise Gift Wagon, a mail-order business specializing in decorative brass items sourced from Asia. Following the 1979 Iranian Revolution, which prevented his return to Iran, he partnered with his brother Fred to establish ABC Electronics, focusing on importing goods.
By 1987, the siblings had become distributors for Nintendo, and in 1993 they secured licensing rights for "Power Rangers." The company underwent a name change to Micro Games of America and subsequently to MGA, shifting its focus toward toys by 1997 with the launch of their breakthrough product, the Singing Bouncy Baby. This milestone represented a critical phase in their expansion and strategic positioning within the toy industry.
Bratz
Debuting in 2001, Bratz stands as MGA's premier doll line featuring teenage characters and various extensions such as Lil' Bratz, Bratz Kidz, Bratz Babyz, and Bratz Petz. The brand expanded beyond toys into television (Bratz), a live-action film (Bratz: The Movie), direct-to-video productions, DVDs, and music soundtracks.
After facing a 2008 legal challenge from Mattel, certain sub-brands were rebranded before being discontinued in 2009. The Bratz line was revived in 2010 for its tenth anniversary with refreshed styling and underwent multiple rebrandings until 2018, including a collector’s edition designed by Hayden Williams. Despite fluctuating sales in subsequent years, the original dolls were reissued to commemorate the twentieth anniversary in 2021. This product series continues to be a cornerstone of MGA’s brand identity and market presence.
Moxie Girlz and Moxie Teenz
Launched in 2009 as a response to legal disputes surrounding Bratz, Moxie Girlz introduced a distinct doll collection featuring modest fashion aimed at tween girls. Initially intended to serve as a replacement for Bratz, Moxie Girlz developed into an independent brand showcasing characters like Avery, Lexa, Sophina, and Bria.
The Moxie Teenz line was discontinued after 2011, while Moxie Girlz production ended in 2014. Remaining stock was transformed into exclusive retailer-specific collections for chains such as Target and Toys "R" Us, reflecting deliberate shifts in MGA’s product strategy and retail collaborations.
Lalaloopsy
Introduced by MGA in 2010, the Lalaloopsy brand carried the slogan "Sew Magical, Sew Cute." These dolls are designed as rag dolls that come to life once their final stitch is completed, each showcasing a unique character represented through their fabric choices and accompanied by a pet. Measuring approximately 13 inches in height, notable dolls include Rosy Bumps 'n' Bruises, Crumbs Sugar Cookie, and Dot Starlight.
The Lalaloopsy collection grew to feature Littles—smaller sibling dolls with distinctive qualities—as well as variations like Mini Lalaloopsy and Micros. Additional products such as clothing and playsets complemented the line. Available across multiple retail outlets, Lalaloopsy earned the People's Play Award for large dolls in 2010. The brand’s popularity peaked around 2013, followed by a resurgence in 2017 with the Netflix series We're Lalaloopsy. In 2021, classic dolls were reintroduced to celebrate the 10th anniversary, contributing to MGA's commercial expansion and market presence.
L.O.L. Dolls!
MGA unveiled the unboxing toy series L.O.L. Surprise! ("Li'l Outrageous Littles") on December 7, 2016. It rapidly emerged as a significant revenue source, securing the position of top-selling toy in the United States for 2017 according to The NPD Group. In 2018, MGA aimed to double sales by launching premium offerings such as the L.O.L. Surprise House and L.O.L. Amazing Surprise Playset, both ranking among Amazon’s Top 100 toys in 2019.
The brand broadened its scope in 2019 with the introduction of L.O.L. O.M.G. fashion dolls ("Outrageous Millennial Girls"), which won Doll of the Year at the 2020 Toy Industry Awards alongside the main L.O.L. Surprise line’s third consecutive Toy of the Year accolade. Further diversification came with the summer 2020 launch of L.O.L. J.K., a series of mini fashion dolls.
Despite encountering controversy surrounding anatomically accurate Boys dolls between 2018 and 2019 and facing production challenges during the COVID-19 pandemic that threatened holiday inventory in 2020, MGA showcased strategic agility by releasing a charity doll supporting its MGA Entertainment Cares nonprofit.
On October 8, 2021, MGA debuted L.O.L. Surprise! The Movie on Netflix—its initial feature-length film—broadening brand engagement through multimedia channels. A sequel premiered in October 2022.
The franchise also expanded into gaming with three titles: L.O.L Surprise! Remix: We Rule The World (2020) and L.O.L Surprise! Movie Night (2021) for Nintendo Switch, along with L.O.L Surprise! B.B's Born to Travel (2022), which launched across platforms including Steam and major consoles. These efforts strengthened MGA’s international footprint and competitive position within digital entertainment.
Project Mc2
Debuting in 2015, Project Mc2 was a science-focused product range featuring educational science kits and dolls, continuing until 2018. MGA collaborated with AwesomenessTV (a Viacom subsidiary) to produce a live-action series that streamed on Netflix from 2015 through 2017 over six seasons. The line emphasized educational fun under the motto Smart is the New Cool.
Zapf Creation
On July 20, 2006, MGA acquired a 19.2% ownership stake in German toy manufacturer Zapf Creation, facilitating MGA’s distribution of Zapf products throughout the Americas while allowing Zapf to market MGA products in select European regions. In 2023, MGA announced intentions to purchase the remaining shares, finalizing the full acquisition by spring 2024. Post-acquisition, Zapf Creation AG was renamed MGA Zapf Creation GmbH on July 16, 2024, thereby broadening MGA’s global reach and expanding its product lineup.
Rainbow High
Launched in July 2020, Rainbow High is a doll collection derived from Poopsie Rainbow Surprise, distinguished by its vibrant dolls with inset eyes. The brand swiftly carved out a strong presence in the market, featuring on several coveted toy rankings such as those by Toys "R" Us Canada and The Toy Insider. Data from The NPD Group revealed that in August 2020, Rainbow High secured the position of the third top-selling fashion doll line and ranked seventh among all doll lines in the United States. By the end of that year, the franchise expanded into multimedia with animated series available on YouTube and Netflix, significantly boosting its market footprint. In February 2022, MGA introduced Shadow High, a monochromatic-themed competing spin-off school, broadening the franchise’s appeal. A subtle reboot of the line occurred in 2024, incorporating a slime feature reminiscent of Rainbow Surprise to maintain ongoing growth and consumer interest.
Other
Below is an enumeration of MGA’s product offerings, both current and former:
- Air Chargers
- Air Wars Battle Drones
- America's Next Top Model
- Awesome Little Green Men
- Baby Annabell
- Belly Busters
- BFC, Ink.
- Big Adventures
- Bratzillaz (House of Witchez)
- CarTuned
- Crate Creatures Surprise
- Crazy Fast
- Creature Mix
- Dojo Battle
- Dream Ella
- Finders Creepers
- Fluffie Stuffiez
- Foamo
- Georgie
- Gel-a-Peel
- Glam Goo
- Glitter Babyz
- GrossMos
- The Hangrees
- Havex Machines
- HugWallas
- KaChooz
- The Legend of Nara
- LTXtreme
- Mermaze Mermaidz
- MGA Games
- MGA's Miniverse
- Moj Moj
- Mooshka
- Moxie Girlz
- My Beautiful Mermaid
- Na! Na! Na! Surprise
- Nail-a-Peel
- Novi Stars
- Num Noms
- Pixel Petz
- Poopsie Slime Surprise
- Rainbow Surprise
- Pop Pop Hair Surprise
- Rainbows in Pieces
- Ready 2 Robot
- Rescue Pets
- Secret Crush
- Shakin' Pinball
- Shreddin' Sharks
- Shrek Princesses
- Smooshins
- Social Star
- Spider-Man
- Squeezoos
- Sugar Planet
- Super Click-It
- Storytime Princess
- Tobi
- Vi and Va
- VIRO Rides
- Who's That Girl?
- Wreck Royale
- Yogarrr!
- Yummi-Land
Miscellaneous
MGA Entertainment is the proprietor of Little Tikes, a leading name in toys for infants, toddlers, and preschoolers. During the 1990s, MGA produced handheld versions of well-known arcade games from companies such as Namco, Taito, and Atari. Additionally, they developed licensed handheld games based on popular franchises including Navy Seals, Goosebumps, Power Rangers, Starship Troopers, and RoboCop.
On March 13, 2018, MGA submitted a bid to acquire Toys "R" Us’s Canadian operations with the goal of preserving more than 700 retail locations across Canada. CEO Isaac Larian highlighted the critical role Toys "R" Us Canada plays within the toy industry and underscored its significant market presence.
On November 14, 2022, MGA broadened its international reach by purchasing Australian animation company Pixel Zoo, subsequently rebranding it as MGA Studios to enhance its content production capabilities.
Bratz
On July 17, 2008, a U.S. District Court ruled in favor of Mattel regarding ownership rights over the Bratz doll line. The court determined that Carter Bryant—the creator behind Bratz—violated his exclusivity agreement with Mattel by designing Bratz dolls during his tenure there. Mattel was awarded $100 million in damages.
In December 2008, an injunction temporarily prohibited MGA from producing or selling Bratz dolls except for the Kidz and Lil Angelz lines; however, these could not be marketed under the Bratz name. MGA was compelled to withdraw Bratz products from retail outlets and destroy associated promotional materials and molds. MGA obtained a stay on this injunction throughout 2009.
By December 2009, the Ninth Circuit Court granted MGA an immediate stay on the injunction, halting product recalls and mandating mediation between MGA and Mattel. The court criticized the original ruling as unduly severe and questioned Mattel’s claim to full ownership.
In April 2011, a federal jury awarded MGA $88.4 million after concluding that MGA neither stole Bratz concepts nor infringed Mattel’s copyrights. The jury also held Mattel accountable for misappropriating trade secrets from MGA and other competitors.
Due to procedural complications unrelated to substantive issues of the case, a $170 million judgment against Mattel was vacated. In January 2014, MGA filed a fresh complaint seeking damages exceeding $1 billion tied to these matters.
L.O.L. Dolls!
In September 2024, T.I. and Tameka "Tiny" Harris prevailed in a $71 million legal case against MGA Entertainment, the producer of L.O.L. Surprise! O.M.G. dolls. The lawsuit claimed that MGA unlawfully used the intellectual property of the duo's music group, the OMG Girlz, by replicating their image and persona for several doll designs. The court determined that MGA had indeed appropriated the band's likeness and trade dress without authorization.
Other controversies
The L.O.L. Surprise doll collection attracted criticism due to the creation of dolls featuring anatomically accurate details.
In June 2020, Instagram influencer Amina Mucciolo, known as Tasselfairy, accused MGA of copying her appearance for the "Rainbow Raver" doll. MGA refuted these allegations, underscoring their commitment to respecting creators' rights. Following this, CEO Isaac Larian made contentious comments on social media but subsequently apologized and removed his account after facing public criticism.
See also
External links
- Articles with short description
- Doll manufacturing companies
- Toy companies of the United States
- Manufacturing companies based in Los Angeles
- Lake Balboa, Los Angeles
- American companies established in 1979
- Toy companies established in 1979
- 1979 establishments in California
- Privately held companies based in California
- Lalaloopsy
- 5
- Companies of the United States by year of establishment