The Toy Book catches up with Isaac Larian, Founder and CEO of MGA Entertainment, for an update on the company’s performance, new products, and the challenges and opportunities at retail as part of our annual State of the Industry Q&A series.
What were the biggest wins for MGA last year?
Surviving the tariffs and Miniverse recall.
How would you characterize MGA’s category performance across dolls, collectibles, and entertainment-driven heading into 2026?
Across these categories, MGA consistently ranks No. 1, 2, or 3. Heading into 2026, we have many new innovations, and I predict we will see a strong lineup of top toys. Some of these are already selling above expectations, including Hyojo, new L.O.L. Surprise! dolls, new Miniverse, and Bratziez, which continues to sell out.
How is MGA evolving its approach to IP creation and content integration?
I’m proud to say that MGA is the only toy company worldwide that has created over 100 new brands from scratch. Of those, 14 have gone on to do between hundreds of millions to multi-billions. This strategy will continue and will be the driver of our business. In 2026, we expect to grow by over 50% due to new IP, innovation, and new toys.
What does consumer engagement look like among core kid audiences versus collectors?
Different products have different needs and appeal to different demographics. For example, Little Tikes’ Story Dream Machine is currently the No. 2 storytelling machine and is growing faster than the competition. It is sold to children, parents, and grandparents. L.O.L. Surprise! is primarily for kids. Miniverse is over 75% kidults and collectors. Bratz’s appeal is mostly to Gen Z, who grew up with Bratz.
What are the biggest challenges or opportunities for North American retailers?
Great, innovative toys drive foot traffic to stores and boost growth in non-toy sales. In 2025, many retailers relied on private-label products instead of brands. In my opinion, that was the wrong decision. Yes, private-label brands offer higher margins for retailers, but I was taught that you take actual dollars to the bank, not percentages. Retailers that relied heavily on private label lost market share and, more importantly, store traffic. Some of these retailers are now dealing with markdowns on excess private-label inventory, which is not good for the retailer or the toy business.
What should retailers, kids, and kids at heart be most excited about from MGA this year?
Hyojo; the L.O.L. Surprise! resurgence and 10th anniversary; Bratziez and Bratz’s 25th anniversary; Miniverse x Taco Bell; CarTuned; Baby Born 35th anniversary; Slime Life; and much more that I cannot talk about publicly yet. 2026 will be one of the biggest years for MGA.
Stay on the Pulse of Play!
A version of this feature first appeared in the 2026 edition of The BIG Toy Book. Read the full issue here!
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