China Toy Fair


Lalaloopsy Girls Movie to Debut on Nickelodeon

An all-new Lalaloopsy Girls movie, Lalaloopsy Girls: Welcome to L.A.L.A. Prep School, will air on Nickelodeon on September 7 at noon. The one-hour animated special features the new Lalaloopsy Girls students at the Lalaloopsy Academy for Learning Arts, where they learn to navigate the fun and quirky school, attend classes, join clubs, and make friends along the way.

MGA Introduces New Fashion Doll Line, Lalaloopsy Girls

LalaloopsyGirls.art1.lowresThe Lalaloopsy doll brand, from MGA Entertainment, will make its first foray into fashion dolls with Lalaloopsy Girls. The brand’s storyline centers on 10 characters who attend a special magic academy for girls, Lalaloopsy Academy for Learning Arts, aka L.A.L.A. Prep. There they take magic classes on topics such as cloud-sculpting, and share dorm rooms, secrets, and humorous life moments.

Lalaloopsy Girls will feature vibrantly-colored, 11-inch dolls with different fashions, and each doll will have lanyard hair that magically colors when streaked with cold water. In addition, each doll will come packaged with an extra outfit consisting of a personal, two-piece pajama fashion set, as well as two hair clips and a pet.

The original Lalaloopsy brand debuted four years ago with a suggested age range of 4 and up. According to Rachel Moshe, brand manager at MGA Entertainment, the new line is intended for the oldest girls in that age group.

“If you fell in love with the brand in 2010 and were four years old, that would now make you 8, so you’d probably be going into fashion dolls,” says Moshe. “So we thought it would be appropriate to launch a fashion doll line-up that keeps girls into the brand a little bit longer. This is really to add a doll line-up for the older girl–still not much older than the current Lalaloopsy consumer, but a little bit older than what we’d been targeting before.” [Read more...]

MGA Entertainment Inks Deal with Viacom for Lalaloopsy TV Series

June5-Lalaloopsy_dolls-300x157MGA Entertainment has signed a two-year agreement with Viacom to air the first two seasons of the Lalaloopsy television program internationally on its Nickelodeon and Nick Jr. networks, kicking off the second season on Nick Jr. on June 7 in the U.S. Based on MGA’s doll line, the 52 episodes will also air in Germany, Russia, Benelux, Greece, Turkey, Norway, Finland, Sweden, Denmark, South Africa and Pan Asia (Malaysia, Singapore, Hong Kong, Indonesia, Thailand, Taiwan, Palau, Brunei, Macau, Mongolia, South Pacific Islands, Papua New Guinea, Cambodia, Myanmar, and U.S. military bases).

In addition, Viacom has granted Lalaloopsy Babies its own TV special, which will air on Nick Jr. and be available on DVD this October.

MGA Entertainment Unveils New Additions at Toy Fair

LalaloopsyAt the 2014 American International Toy Fair, MGA Entertainment will introduce its spring line-up for its Lalaloopsy, Mooshka, Moxie Girlz, and Little Tikes lines.

The Lalaloopsy brand will expand with Lalaloopsy Babies, featuring original characters Crumbs Sugar Cookie, Pillow Featherbed, Jewel Sparkles, and Mittens Fluff ‘N’ Stuff as soft, adorable babies. Lalaloopsy Bubbly Mermaids Pearly Seafoam and Ocean Seabreeze have hair that can be filled with bubble solution, and tails that can be squeezed to watch their bubble hair grow.

The newest additions to the Mooshka Fairytale lineup include Princess Palia, Ballerina Casia, Mermaid Sonia, and Fairy Ina. Each is adorned with a shimmering tulle dress, colorful soft ribbons, and lace crowns. In addition, each soft doll has Velcro hands that are perfect for holding hands with friends. [Read more...]

NPD: Fashion Dolls Still in Fashion for the Holidays

According to retail sales data from The NPD Group, year to date through October, the doll category is entering the holiday season with dollar sales up 1 percent compared to year ago. The Fashion Themed Dolls segment is the main driver of this growth with year-over-year sales growth of 6 percent through October.

This increase is due not only to several new brands such as My Little Pony Equestria Girls and Sofia The First, but also growth in some of last year’s more popular brands, including Monster High, Doc McStuffins, and Lalaloopsy.

Within dolls, other subclasses that have experienced strong growth are Fashion Styling & Dressup and Fashion Themed Clothes, which include items such as Monster High Fashion Sets and Barbie Ultimate Closet.

The following lists the Top 15 Fashion Doll items for the last 13 weeks ending November 9, ranked on dollar sales and in alphabetical order:

Survey Shows Children Want Game Systems, iPads for Holidays

Non-traditional items are finding their way onto children’s wish lists this year, according to a National Retail Federation (NRF) survey conducted by Prosper Insights and Analytics. For the first time, iPads are among the most popular gifts for both girls and boys, with slightly higher demand among the former.

Among the other results from NRF’s 2013 Top Toys survey: 44.3 percent of holiday consumers plan to buy toys as gifts this holiday season; children are still asking for timeless items such as Barbie and dolls (No. 1 and 2 among girls, respectively) or Lego and toy cars (No. 1 and 3 among boys, respectively). And the younger generation is clearly technologically savvy, asking this year for tablets/iPads, smartphones (girls’ No. 11), and game consoles like Xbox One (boys’ No. 5) and PlayStation 4 (girls’ No. 10, boys’ No. 6).

Other popular toys for girls include Monster High Dolls, Disney Princess, and American Girl. The hot new item for boys this year is Skylanders, a hugely popular interactive video game that allows kids to play with a toy action figure at the same time. [Read more...]

MGA Entertainment Adds Three Senior Members

MGAMGA Entertainment Inc. (MGA) has added three new senior members to its leadership team: Bruce Morrison, executive vice president of sales and licensing; Efren Gonzalez, vice president of advertising and public relations; and Ame Cameron, vice president of marketing.

Morrison will focus on strengthening critical business relationships with MGA’s key retailers, licensees, and distribution partners in the U.S. and abroad. He will also serve an important strategic role in the areas of retail marketing, business development, and product planning in the global arena. Morrison most recently held the position of senior vice president retail sales for Disney Consumer Products (DCP) North America.

Gonzalez joins MGA after 11 years with Ogilvy & Mather, where he was most recently a senior partner and executive group director. He will fuel the creation of integrated programs for each MGA brand.

Cameron spent the past two and half years with Walmart Marketing. As vice president of marketing, she will leverage her consumer packaged goods background to infuse strategic business leadership into branding and marketing initiatives across MGA product lines. The MGA family includes such toy brands such as Little Tikes, Lalaloopsy, and more.

Major Toy Retailers Welcome Shoppers on Thanksgiving with Black Friday Deals

ToysRUsLogo copyThis Thanksgiving, Toys “R” Us nationwide stores will open at 5 p.m. on November 28, so parents and gift-givers can get a head start on their holiday shopping. Promotions include four-hour deals, as well as Thursday through Sunday discounts on toys, games, and tablets.

Shoppers can plan their strategies as early as November 24 on the Toys “R” Us Facebook page, and a 28-page circular is set to arrive in newspapers across the country on the Wednesday before Thanksgiving. Meanwhile, for the first time, customers can shop the majority of Thanksgiving weekend deals online at toysrus.com/blackfriday starting at 12:01 a.m. on Thursday.

Those shoppers who spend $75 or more between November 28 and 29, at Toys “R” Us or Babies “R” Us, will receive a $10 redeemable coupon that’s valid in-store or online between December 1 through December 7. [Read more...]

MGA Entertainment Sees Accelerated Growth in 2012

MGA Entertainment, the largest privately held U.S. based toy company, posted 41 percent dollar growth in Q3 2012 versus a year-ago, according to The NPD Group.

Within the U.S., retailers continued to see explosive growth with Lalaloopsy, a global toy powerhouse driven by robust product, entertainment, and licensing programs.  Interest in the brand continues to develop as seen with the strong sales of Lalaloopsy Silly Hair Star: Harmony B Sharpthe first-ever talking, singing, and dancing Lalaloopsy doll.

This summer, MGA debuted Bratzillaz and Novi Stars.  Bratzillaz takes girls’ imagination on a supernatural flight of imagination to reveal their own special powers. Novi Stars combines cosmic adventure with cutting edge toy features never before seen in doll play.

Outside of girls’ toys, broader support for Little Tikes helped drive sales.  Little Tikes hottest retail sellers include Little Tikes Pillow Racers and iTikesa new line of pre-school toys that can be enhanced through the technology of Apple iDevices.

Webisodes for Lalaloopsy

MGA Entertainment has announced that its Lalaloopsy doll line, which was a huge hit over the holidays, will have its own webisodes. The webisodes will air on the Lalaloopsy website, YouTube, and other social media outlets. In October 2011, Lalaloopsy will premiere on Nickelodeon, and Lionsgate will distribute a DVD.
Additionally, the company announced that it has signed on a raft of new licensees, which will extend the brand into many categories of consumer products, including video games, apparel, publishing, back-to-school, social expressions, and costumes. Future plans include additions to the toy line, filmed and live entertainment, and an immersive website for kids.
Lalaloopsy are collectible, magical dolls that came to life when their very last stitch was sewn. Each comes with its own pet and background story based on the fabrics used to make their clothing.