MGA Entertainment Makes a Move to Merge with Zapf Creation AG

Following years of partnership, the maker of L.O.L. Surprise! and Rainbow High dolls is looking to merge with the maker of Baby Born and Baby Annabell dolls.

This week, MGA Entertainment initiated a merger offer with Zapf Creation AG through its wholly-owned German subsidiary. According to MGA, its subsidiary is currently Zapf’s largest direct shareholder. For nearly 20 years, MGA has maintained a collaborative relationship with Zapf that has strengthened the sales and distribution of both companies’ brands.

Zapf Creations was formed in 1932 when Rosa and Max Zapf opened a toy factory in Rödental, Upper Franconia, Germany. Their company eventually grew to become Europe’s largest producer of “nurturing” baby dolls and accessories, with brands including Baby Born sold worldwide.

MGA said in a statement that negotiations have just begun and that the merger “is expected to close in spring 2024.”

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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