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MGAE Expands Global Licensing Program for L.O.L. Surprise!

LOLSurpriseTotsBallSeries2MGA Entertainment Inc. will expand its global licensing program for its toy brand L.O.L. Surprise!. L.O.L. Surprise! launched last December and offers seven layers to unwrap with a surprise in each layer, and a doll with a water feature as the final

MGAE appointed a roster of North American and international licensees to support the launch of the global licensing program.  International licensees include BCI in the for nightwear, apparel, and swimwear (UK); Blueprint for stationery (UK); Cardinal Industries for games and puzzles (Europe); Danilo for greeting cards and calendars (UK); DJ Murphy for a monthly magazine (UK); Dreamtex for home textiles (UK); H&A for health and beauty (UK); Little Brother Books for annuals (UK); MV Sports bikes, scooters, and accessories (UK); Parragon for publishing (U.S., UK, Ireland, Australia, New Zealand, Canada, and Asia-Pacific); and TDP/Aykroyds for nightwear, underwear, and swimwear (UK). Read the rest of this entry »

MGAE’s L.O.L. Surprise! Secures Top Ranks in the U.S., Tops Retail Sales in International Markets

LOLSurpriseAccording to the NPD Group, MGA Entertainment Inc. (MGAE)’s L.O.L. Surprise! is the No. 1 doll in the U.S. YTD April and topping retail sales in international markets. The new toy line brings the unboxing phenomenon to kids by revealing multiple layers of unexpected fun and surprises.

The retail tracking information, compiled by The NPD Group, confirms that L.O.L. Surprise! ranks among the top toy brands and was the No. 2 toy in retail sales in the U.S. YTD April.In Belgium, L.O.L. Surprise! was ranked as the No. 1 doll YTD April. In France, L.O.L. Surprise! held firmly to the No. 1 ranked position for April and became the country’s second most popular play set dolls and collectibles in YTD April in retail sales. In the U.K., L.O.L. Surprise! ranked fourth among all toys sold in April, and was the second most popular product in the dolls category. Read the rest of this entry »

MGAE Appoints New Licensing Agents for Num Noms, L.O.L. Surprise!

MGAE_LOLSurpriseMGA Entertainment Inc. (MGAE) appointed three new licensing agents to represent its toy The Point 1888 will represent Num Noms, LOL Surprise!, and  Little Tikes in the UK and Ireland. CPLG will represent Num Noms throughout Italy. Additionally, Character Mix will seeking licensing opportunities for Num Noms, L.O.L. Surprise! and Little Tikes in Argentina, Uruguay, and Paraguay.

The trio joins a list of international licensing agents including  J&M Brands, Biplano,The Brand Residence, Partner Plus, Haven, Segal, and Tycoon. Read the rest of this entry »

MGA Entertainment Unwraps New Global Licensing Program for L.O.L. Surprise! Line

MGAE_LOLSurpriseMGA Entertainment Inc. (MGAE) will unwrap details for the new global licensing program for the L.O.L. Surprise! doll line at this year’s Licensing Expo. The line of licensed toys is slated to hit retail next year.

MGAE’s licensing program will feature a comprehensive traditional and digital marketing strategy including advertising, public relations, and influencer campaigns, national promotional partnerships, and retail promotions. Read the rest of this entry »

MGAE Expands Global Licensing Program for Num Noms Collectible Toy Line

MGAE_NumNomsMysteryPacksMGA Entertainment Inc. (MGAE) secured 40 new licensees, for a total of 80 worldwide licensing partners, for its property Num Noms, scented collectibles that kids can mix, match, and stack in more than 5,000 variations.

This past holiday season, Num Noms became one of the top bestselling toys for girls at retailers such as Toys “R” Us, Walmart, and Target. Additionally, Num Noms was a finalist in the “Collectible of the Year” category at the Toy of the Year Awards. Read the rest of this entry »

Little Tikes To Release Line Of Sports Products To Benefit The LeBron James Family Foundation

MGA Entertainment partnered LeBron James Family Foundation (LJFF) for a new line of sports toys. The collection includes the Mini Hoop and the Dream Big basketball sets, available for presale at toysrus.com and set to retail nationwide in April.

A donation will be made to The LeBron James Family Foundation with each product sold. The Akron-based (Ohio) foundation works to keep kids from dropping out of school.

The Little Tikes team will also release Little Tikes LeBron James Family Foundation toys at Toys”R”Us stores, at toysrus.com, and littletikes.com nationwide this spring.

Sambro Signs for Bratz

Sambro has signed a pan-European licensing Bratz deal with MGA Entertainment.

The deal will see Sambro create a Bratz range that spans several categories including bags, arts and crafts and stationery.

The Bratz dolls have been relaunched 14 years after they first became a huge hit in the UK. Having been given a makeover, the original girls reflect current beauty and hair trends but still have the same characteristics which made them have such wide appeal.

Burger King Global Promotion Accessorizes with Laloopsy

Burger King restaurants and MGA Entertainment (MGAE) have announced a deal for a global promotion featuring MGAE’s Lalaloopsy accessories for girls in Kids’ Meals globally from May 7 through June 21.

Girls will receive a Jelly Wiggle Jiggle Locket Necklace, a Bubble Smack ‘N’ Pop Compact, Jewel Sparkles Hair Combs, or Pickles B.L.T. Sound Clip in each Kids’ Meal.The Lalaloopsy friends were once rag dolls who magically came to life when their last stitch was sewn. Each doll has her own personality based on the fabrics that were used to make her.

MGA Appoints Anne Gates as President

MGA Entertainment (MGAE) has appointed Anne Gates as president. Gates joined MGAE in early 2014 and MGA says she has proven to be a strategic and creative leader for the company’s portfolio of family entertainment franchises. In her new role, Gates will oversee all of MGAE’s global businesses and operations.

“Having Anne Gates as president will allow me to innovate and work more closely with the MGAE team on a vision for an exciting future, while Anne handles the day-to-day operation of the business. Anne and I will work very closely together to take MGAE to new heights,” says Isaac Larian, CEO of MGA Entertainment. “Her incredible determination and proven performance in systematically growing businesses, paired with her exceptional management and entertainment experience, will help position the company for continued growth and leadership in the toy and entertainment world.”

“I am honored and relish the opportunity to take on this new role to build on the strong foundation already established by Isaac Larian and the entire team,” says Anne Gates. “This is an exciting time to be at MGAE. We have a vast amount of innovative products and entertainment content coming down the pipeline.  I look forward to driving growth in the years to come.”

Gates previously served as global executive vice president and chief financial officer of Disney Consumer Products, where she oversaw all business development, finance, IT, global franchise marketing and North American sales. Prior to that role, she was executive vice president and managing director at Disney Consumer Products—Europe, in London. Previously, she worked in various other divisions at The Walt Disney Company, including Disney Interactive. Prior to joining Disney, Gates worked for PepsiCo, Bear Stearns, and AT&T.

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