MGA Entertainment will launch Mooshka, the company’s newest entertainment and toy brand this August, which combines soft dolls with animated e-books. The Mooshka doll family includes: the Mooshka Girls, Mooshka Tots, and Mooshka: Sing Around the Rosie collections.
The flagship Mooshka Girls features six characters. The Mooshka Tots are four smaller characters, while the Mooshka: Sing Around the Rosie dolls sing “Ring-Around-the-Rosie” when their hands are held. MGA Entertainment introduces the dolls with a fall TV campaign, a website, a multi-category licensing program, and a national public relations campaign. The Mooshka e-book apps feature original Mooshka stories, and will be available for free in the App Store.
MGA Entertainment’s licensees for the Mooshka brand include Franco Manufacturing Co. Inc. for bedding and accessories, throws, beach towels, slumber bags, bath and accessories, and Thermos LLC for lunch kits, insulated and non-insulated bottles, food jars, and reusable ice.