The company behind Bratz, L.O.L. Surprise!, and Little Tikes is expanding.
MGA Entertainment Inc. (MGA) is opening the doors to MGA Studios, an independent subsidiary backed with more than $500 million in cash and assets. The move follows the company’s history of evolution, dating back to its name change from Micro Games of America to MGA Entertainment more than 35 years ago.
“While continued innovation in the toy category remains a key driver for our business, we understand the world is changing and are fully committed to carrying our winning legacy into this new and evolving digital landscape,” says MGA Founder and CEO Isaac Larian. “In addition to growing our large catalog of television, movie, and streaming content, through MGA Studios we aim to create smaller and safer mini universes for our children to grow and develop in a seamless digital and physical entertainment ecosystem.”
The launch of MGA Studios comes alongside news that MGA has acquired Australia’s Pixel Zoo Animation. Over the past few years, MGA and Pixel Zoo have collaborated on several products for brands including Little Tikes, L.O.L. Surprise!, Rainbow High, and Mermaze Mermaidz. Their most recent project, L.O.L. Surprise! Winter Fashion Show, is streaming now on Netflix.
“MGA Entertainment has demonstrated time and again our ability to create multiple blockbuster brands from the ground up. The purpose of MGA Studios will be to facilitate the expansion of these brands beyond the toy aisle and turn them into true transmedia franchises, including entertainment, gaming, and online experiences,” says MGA Studios President, Jason Larian. “We are committed to bringing new partners into the fold to help realize our vision and the Pixel Zoo acquisition is the first step of many on this journey.”
Pixel Zoo Founder and CEO Paul Gillett will continue in his role and will support the development of new projects for MGA Studios.
“During the past few years, we have been extremely impressed by MGA’s brands, how they partner with their suppliers, as well as their creative and execution capabilities, Gillett says. “Intellectual Property (IP) development has always been an important part of our studio and this opportunity allows our team to show the world what we can do. Working with MGA has been one of the most rewarding experiences we have had, so partnering with them is the next natural step for us. I am excited for our studio to be the first foundational building block of MGA Studios.”
MGA Studios will independently develop content for MGA’s existing and future IP and plans to grow rapidly through acquisitions and partnerships.
