Source: MGA Entertainment/The Toy Book

MGA Entertainment (MGAE) is hitting the road in a new way.

The company behind L.O.L. Surprise! and Little Tikes inked a long-term deal with Dentsu Inc. to serve as the master consumer products licensing partner for Pui Pui Molcar.

Hailing from Japan and produced by director Tomoki Misato, Pui Pui Molcar is a series of stop-motion anime shorts. Already an international hit, Pui Pui Molcar is available on Netflix, TV Tokyo, and can be seen on YouTube. The series posits a world where guinea pigs (pronounced “molmotto” in Japanese) are turned into cars. A Molcar has big round buttocks, round eyes, and short arms and legs.

“MGA Entertainment is proud to partner with Dentsu Inc. and bring innovation, digital dominance, world-class performance, and distribution to this collaboration,” says MGAE Founder and CEO Isaac Larian. “Every property MGA has launched has been an uber success — and Molcar will be too.”

Related: Hot Property: The L.O.L. Surprise! OMG House of Surprises Hits the Market

Larian says that MGAE will develop an extensive line of toys for kids and millennial adults while crafting a robust licensing program spanning multiple categories, including apparel, electronics, home products, and gaming. The first Molcar products are slated to roll out next summer.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

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