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MGA Entertainment Inc.

Blazon	Private
Industry	Toy Entertainment
Founded	1979; 43 years ago  (1979)
Headquarters	9220 Winnetka Artery Chatsworth, California United States
Fundamental people	Isaac Larian, Founder and CEO
Revenue	US $9.15 billion (2020)
Owner	Isaac Larian (82%) Larian family (xviii%)[1]
Number of employees	1,100
Subsidiaries	Petty Tikes
Website	mgae.com

MGA Entertainment Inc. (short for Micro-Games America Entertainment; sometimes referred to every bit MGA) is a manufacturer of children's toys and entertainment products founded in 1979. Its products include, Bratz, Fifty.O.50. Surprise!, Num Noms and Rainbow Loftier. MGA besides owns Picayune Tikes.

MGA is headquartered in a mixed use corporate campus in the Chatsworth area of Los Angeles.^{[2] [3] [4]} In 2018, the chairman and CEO of MGA Entertainment, Isaac Larian, announced that an Australian office of the business will be opening in early 2019.^[v]

Products [edit]

Bratz [edit]

Introduced in 2001, Bratz is MGA's most successful product line, with diverse spin-offs from the original teenage dolls, including miniature versions (Lil' Bratz), kid versions (Bratz Kidz) baby dolls (Bratz Babyz), pets (Bratz Petz), tiny baby dolls with pets (Lil' Angelz), TV series (of the aforementioned proper name), live-activity feature film (Bratz: The Movie) and directly-to-video motion picture (Bratz Girlz Actually Stone) and numerous DVDs and soundtracks. Because of the lawsuit brought by Mattel against MGA in 2008, the Bratz Kidz and Bratz Lil' Angelz were renamed "4*Ever Kidz" and "4*Ever Lil' Angelz", respectively, before their eventual discontinuation in 2009. They returned in 2010 for their tenth Ceremony with brand new bodies and makeup, which resembled the makeup of the prototypes for the original dolls. In 2013, they were given a new, taller trunk and a brand new logo. They took a hiatus a year subsequently to rebuild the brand to try and match their original success. They returned, one time again, in 2015 with completely new branding, caput and body molds, and the return of the original logo. They were met with depression sales and dissatisfaction from children and fans alike, and were discontinued once more in 2016. They returned in 2018 with a collector line designed by Hayden Williams, and relaunched the original 2001 dolls for their 20th anniversary.

Moxie Girlz and Moxie Teenz [edit]

In 2009, a new doll line named Moxie Girlz was introduced. These Moxie girlz are like, only legally distinct, from the Bratz line of dolls. This is to circumvent the ruling from the lawsuit described beneath.

The Moxie Girlz were intended to replace Bratz, but when they came dorsum, the Moxie Girlz became a split up line of their own. The line includes Avery, Lexa, Sophina, Bria and more characters, and has been around since 2009. They are similar to the Bratz line, only this line shows more modest fashions that typical tweens would article of clothing.

As of 2021, no Moxie Teenz were made after 2011, and Moxie Girlz were discontinued in 2014. Leftover dolls were fabricated into Moxie Girlz Friends (sectional to Target) and the Storytime Princess Collection (sectional to Toys "R" Us).

Lalaloopsy [edit]

MGA introduced its Lalaloopsy make in 2010 accompanied by the tagline "Sew together Magical, Run up Cute."^[6] Lalaloopsy dolls were once rag dolls who magically came to life when their last stitch was sewn. Each Lalaloopsy doll has a personality reflected by the fabrics used to brand them. They alive happily together in Lalaloopsy Land, a whimsical world full of fun and surprises effectually every corner. Each Lalaloopsy doll comes with his or her own pet.^[seven]

Lalaloopsy dolls stand approximately 13 inches. Large dolls include Rosy Bumps 'due north' Bruises, Crumbs Sugar Cookie, Dot Starlight, Peanut Big Top, and many more than. In Fall 2011, MGA released Suzette La Sugariness, a Lalaloopsy collector doll who was sewn from pieces of a duchess' dress.

The Lalaloopsy line includes Littles dolls, the younger brothers and sisters of Lalaloopsy dolls. Only similar their older siblings, the Littles magically came to life when their very final stitch was sewn. The Lalaloopsy Littles have their ain unique personalities and pets. There are currently over 30 Lalaloopsy Littles dolls, including Matey Anchors (Marina Anchors' blood brother), Bundles Snuggle Stuff (Mittens Fluff 'n' Stuff's sis), and Scribbles Splash (Spot Splatter Splash's sis). The toy line's popularity peaked at around 2013.

Besides in the Lalaloopsy line are Mini Lalaloopsy, Lalaloopsy Micros, and Accessories. The Accessories line includes outfits and furniture for the Lalaloopsy dolls and Littles dolls, and Mini Lalaloopsy playsets and vehicles.

Lalaloopsy dolls are sold in-store and online at a variety of retailers. On December seven, 2010, Lalaloopsy had the People's Play Honour for big dolls.

Fifty.O.L. Surprise! [edit]

The toymaker launched the unboxing toy line 50.O.L. Surprise! ("Lil Outrageous Littles") on Dec 7, 2016. The make became a huge success for MGA and the L.O.Fifty. Surprise doll assortment was the #1 toy for 2017 through November in the US, according to The NPD Grouping.^[8] MGA Amusement planned to double the sales of L.O.50. Surprise toys in 2018. Several new higher-priced L.O.L. Surprise toys were released over summer including the L.O.L. Surprise Firm, L.O.Fifty. Amazing Surprise, and the L.O.L. Bigger Surprise!. The Fifty.O.L. Astonishing Surprise Playset was a Top 100 toy on Amazon in November 2019, according to Shareably.^[9]

The L.O.L. Surprise brand was expanded in 2019 with the addition of the L.O.50. O.M.Grand. mode dolls ("Outrageous Millennial Girls"). The new line received the laurels of Doll of the Twelvemonth at 2020's Annual Toy Industry Awards in addition to the main 50.O.L. Surprise brand winning the Toy of the Year award for a third sequent year.^[10] 2020 saw the introduction of another spin-off line - the L.O.L. J.K. mini mode dolls which were released during that summertime.^[11]

The COVID-19 pandemic disrupted production of Fifty.O.L. and threatened supply for the 2020 holidays. ^[12] In April 2020 a special edition clemency doll was announced - named Frontline Hero, one dollar from every auction would get to the visitor's MGA Amusement Cares non-profit. ^[thirteen] Fifty.O.L Surprise is ane of MGA'due south most successful toylines.

On October 8, 2021, an animated 47 min characteristic pic, L.O.Fifty. Surprise! The Picture was released on Netflix equally an original movie. The film is well-nigh Queen Bee, a immature girl who finds herself in the popular dolls' CG-animated world, where she must assist them create a motion picture. Information technology is the get-go feature length moving-picture show of the L.O.Fifty Surprise franchise. It received mixed-to-average reviews from audiences.

Project Mc^two [edit]

Project Mc^two was a product line introduced in 2015. The line included science sets and a doll line which ran from 2015 to 2018. MGA also produced a live-action necktie-in serial with AwesomenessTV, a segmentation of Viacom, which ran on Netflix from 2015 to 2017, spanning six series. The line's tagline is Smart is the New Cool.

True Hope [edit]

True Promise was a special edition doll franchise introduced in 2012. In an attempt to raise cancer awareness, MGA Entertainment created a line of bald Bratz and Moxie Girlz dolls stating that "courage is e'er in style." MGA Entertainment plans to donate 1 dollar from every sale to Metropolis of Hope Cancer Foundation.^{[ citation needed ]}

Other [edit]

Here is a list of products produced past MGA, by and present:

• Air Wars Battle Drones ^[14]
• America'south Side by side Meridian Model
• Awesome Fiddling Light-green Men
• Belly Busters
• BFC, Ink.
• Bratzillaz (Firm of Witchez)^[xv]
• Crate Creatures Surprise
• Dojo Boxing
• Gel-a-Skin ^[xvi]
• Glam Goo
• The Hangrees
• HugWallas
• KaChooz ^[17]
• The Fable of Nara ^[18]
• MGA Games
• Moj Moj
• Mooshka
• My Cute Mermaid
• Na! Na! Na! Surprise ^[19]
• Novi Stars
• Num Noms
• Poopsie Slime Surprise
  • Rainbow Surprise
  • Rainbow Loftier^[20]
• Pop Pop Pilus Surprise
• Rainbows in Pieces
• Ready 2 Robot
• Rescue Pets
• Secret Crush
• Shreddin' Sharks
• Smooshins
• Saccharide Planet
• Storytime Princess
• Tobi
• Vi and Va
• VIRO Rides
• Who's That Girl?
• Wreck Royale
• Yummi-Land

Miscellaneous [edit]

MGA Amusement also owns Little Tikes, a popular infant, toddler and preschool toy line. During the 1990s, MGA also released handheld versions of various arcade games from Namco (Pac-Man, Ms. Pac-Man, and Mappy), Taito (Infinite Invaders) and Atari (Centipede, Asteroids and Super Breakout), equally well as handheld games based on Navy Seals, Goosebumps, Power Rangers and RoboCop, the latter two are non to be confused with similar handhelds made by Tiger Electronics.

On March thirteen, 2018, MGA Entertainment confirmed in an electronic mail that it has submitted a bid for the Canadian partitioning of Toys "R" Us. The plan is, with a group of fellow toymakers, to keep some of its more 700 locations open in Canada. CEO Isaac Larian made a statement during an interview saying "Toys "R" Us Canada is a skilful business," and "If there is no Toys "R" Us, I don't call up there is a toy business."^{[21] [22]}

Super Click-Information technology [edit]

In 1999, a rival to the Hasbro's Bop Information technology line of games was made by MGA Amusement under the name Super Click-It, and it was besides fabricated under the name Bonk Information technology. Information technology was sold in the U.k. by Marks and Spencer in 2003. The game unit of measurement has v actions which are Squish It (a double sided yellow push button that is pressed), Zip It (a lever that can be pushed upwards and downwards), Twist It (an orange knob that looks similar to the Twist It knob from the Bop It Extreme), Blast It (a dark-green fan that when the command is issued will piece of work either past blowing or using one finger to make information technology work.) and Scissure Information technology (an object that is designed to pull backwards and then to normal position). The game has ii game modes which are: One Role player with Vocalisation Commands (the voice will say: "One Thespian, Squish It!" when the player presses the Squish It button to select the game mode), One Player with Sound Commands (The vox will say "One Player" with a Squish It sound effect). There are likewise two ii-role player game modes which are Two Player Voice Commands and Two Player Sound Commands.

The aim of the game is like to Bop Information technology where the game gives one control and the player has to obey and perform the activity. The game has a maximum score of 100 points and on achieving the maximum score the actor is historic with a fanfare. In the two player game mode, the game can go on up to 200 points if one histrion has scored 100 first. In the ii histrion fashion, the voice says "Switch" instead of "Pass It". Unlike Bop Information technology, the game gives the thespian more time to respond to the command. The game doesn't have any screaming sounds when the player performs the wrong action or runs out of time, instead cartoon sound furnishings are heard such as the wa wa wa wa melody or a slip upwards sound effect when a cartoon character slips over a assistant peel.

Lawsuit [edit]

On July 17, 2008, the U.S. District Court in Riverside considered to rule a lawsuit between MGA and Mattel to fight over the creation rights of the Bratz doll line. The jury in the example adamant that Carter Bryant, creator of the Bratz doll line, had violated his exclusivity contract and had designed the dolls while he was still working at Mattel. Mattel was awarded $100 million United states of america in damages, far less than the $1 billion they were seeking.^[23]

On Dec 3, 2008, U.S. District judge Stephen Larson granted an injunction requested past Mattel, which effectively banned MGA from manufacturing and selling Bratz dolls, though he allowed MGA to go along selling Bratz through the end of the 2008 holiday season.^[24] Larson adamant that all of MGA'due south Bratz produced from 2001 through 2008, except for the Kidz and Lil Angelz lines, infringed on Mattel'due south intellectual property. Larson allowed MGA to continue to manufacture the Kidz and Lil Angelz lines, provided that they not be promoted nether the Bratz brand. He also stipulated that MGA must, at their ain toll, remove all Bratz trade from retailers' shelves, reimburse retailers for said trade, and plough all recalled production over to Mattel for disposal. In addition, MGA was to destroy all marketing materials, molds, and other materials that had been used in the manufacture and auction of Bratz.^[25] MGA immediately filed for a permanent stay of the injunction and, on February 11, 2009, was granted a stay through at least the stop of 2009.

On December 10, 2009, the U.S. Court of Appeals for the 9th Excursion granted MGA an immediate stay of the injunction, effectively halting the recall of Bratz product, which was to have begun on January 21, 2010. In their initial ruling, the Court establish Larson's previous ruling to be unusually "draconian," questioned why Mattel had just been handed ownership of the entire franchise rather than be awarded a stake in the ownership of the franchise or a share of the royalties from future Bratz sales, and ordered MGA and Mattel into mediation.

In Apr 2011, a federal court jury in Santa Ana, California, awarded MGA $88.4 Million and ruled that MGA didn't steal the idea for Bratz dolls from Mattel or infringe its copyright. Additionally, the jury found Mattel liable for stealing closely held trade secrets from MGA and other toymakers.

Due to a technical procedural issue having cypher to practise with the merits of the claims, the 9th circuit vacated without prejudice the $170 million judgment against Mattel for this misconduct. On January thirteen, 2014, MGA filed a complaint for these claims in State court in California seeking in excess of $one billion, and this lawsuit is currently awaiting.^{[26] [27]}

Controversies [edit]

The 50.O.L. Surprise line of dolls have been criticized for being anatomically correct.^[28]

In June 2020, Instagrammer Amina Mucciolo, known as Tasselfairy, alleged a doll in the L.O.L Surprise line called "Rainbow Raver" had plagiarized her likeness from photos posted on social media. MGA denied the allegations stating they "deeply respect the creative and artistic community and would not take from a creator in the mode suggested."^{[29] [30]} MGA founder and CEO Isaac Larian responded to the allegations on Twitter, calling Mucciolo a "Liar and a extortinist[sic] and fraud" and a "disgrace to Black people" and threatening legal action. He afterwards deleted these messages and posted an amends before taking down his Twitter account after receiving backlash.^[31]

In August 2020, media outlets reported that L.O.L. Surprise dolls, when dunked in cold water, show what seemed to be lingerie, tattoos, and bondage gear.^[32]

In September of 2021, Michael Scott Anderson, the lead designer for Rainbow High posted the street map of a 16 twelvemonth old fan on his Instagram stories. The story was rapidly deleted and the business relationship locked downward, merely not before being seen by thousands of other fans and screen shots taken. MGA is withal to comment on the situation. Scott's instagram page remains deactivated.

References [edit]

1. ^ Brown, Abraham (October xxx, 2013). "The Toy Mogul Who Became A Billionaire Through His Fight To The Decease With Barbie". Forbes . Retrieved Nov 3, 2017.
2. ^ "Apartments, preschool and yoga studio are all office of new 24-acre Chatsworth HQ of toymaker MGA Entertainment". Daily News. 2019-08-sixteen. Retrieved 2019-09-24 .
3. ^ Chen, Cathaleen (iv November 2016). "Bratz parent is moving into former LA Times printing plant in Chatsworth". The Real Deal.
4. ^ Li, Shan (3 Nov 2016). "Bratz maker's adjacent home: a Silicon Valley-mode campus in the San Fernando Valley". Los Angeles Times.
5. ^ "MGA Amusement coming to Australia - Toy & Hobby Retailer". www.toyhobbyretailer.com.au . Retrieved 2019-09-eleven .
6. ^ "MGA Entertainment Press Releases". MGA Entertainment. Archived from the original on June 24, 2012. Retrieved May 24, 2012.
7. ^ "Meet Lalaloopsy". MGA Entertainment. Archived from the original on May xi, 2012. Retrieved May 24, 2012.
8. ^ "50.O.50. Surprise Tots Dolls Now the #i Toy of the Year in the U.s.". www.prnewswire.com . Retrieved 2018-08-31 .
9. ^ "Hottest Girls & Boys Christmas Toys According To Amazon". shareably.cyberspace. 26 November 2019. Retrieved 2019-11-27 .
10. ^ "It's A 3-Peat! L.O.L. Surprise! Wins Toy Of The Year!". PR Newswire . Retrieved 2020-07-27 .
11. ^ "MGA Amusement INTRODUCES L.O.50. SURPRISE! J.Yard. MINI Fashion DOLLS". Toybook. July 2020. Retrieved 2020-07-27 .
12. ^ "LOL Surprise toys could be in brusk supply this vacation season considering of coronavirus". CNN . Retrieved 2020-07-27 .
13. ^ "L.O.L. Surprise! Releases Express-Edition Charity Doll". licenseglobal.com. xvi April 2020. Retrieved 2020-07-27 .
14. ^ "MGA Entertainment Air Wars Battle Drones Manual". Manuals Lib . Retrieved 2020-08-xv .
15. ^ "Behold The Magical Powers of ... Bratzillaz™". PR Newswire. Jun 13, 2012. Retrieved 2020-10-12 .
16. ^ "MGA introduces Gel-a-Pare". Toy Globe. 8 May 2016. Retrieved 2020-08-15 .
17. ^ "MGA Amusement Invites Y'all to Express Your Frizz With Kachooz!™". PR Newswire . Retrieved 2020-08-15 .
18. ^ "THE LEGEND OF NARA BEGINS". MGA Entertainment . Retrieved 2020-08-xv .
19. ^ "MGA blows upward new unboxing brand". Kidscreen . Retrieved 2020-08-15 .
20. ^ "MGA Entertainment details "more innovative products than ever before" for 2020". Toy News Online . Retrieved 2020-08-15 .
21. ^ "MGA Entertainment wants to rally industry to bid on Toys 'R' Us Canada". Star Business Journal. 14 March 2018.
22. ^ "Toymaker Trying to Rally Industry to Bid on Toys 'R' Us Canada". Bloomberg.
23. ^ David Colker (July 18, 2008). "Mattel wins important verdict in Bratz dolls case". Orlando Spotter . Retrieved Nov 3, 2017.
24. ^ "Barbie beats back Bratz". CNNMoney. Time Warner. Dec 4, 2008. Archived from the original on December five, 2008.
25. ^ David Colker. "Bad 24-hour interval for the Bratz in Fifty.A. courtroom." Los Angeles Times. December 4, 2008. Retrieved November three, 2017.
26. ^ John Kell (January 13, 2014). "Bratz Doll Maker MGA Entertainment Sues Mattel". The Wall Street Journal. News Corp. Retrieved November three, 2017.
27. ^ Susanna Kim. "Barbie Plays Dingy, Bratz'southward Dirty Tricks Suit Claims". ABC News – via Good Forenoon America.
28. ^ "Parents upset over anatomically correct dolls". 28 Dec 2019.
29. ^ "The CEO of the Visitor That Makes "Bratz" and "LOL Surprise" Dolls Went on a Rant Confronting a Black Influencer Who Accused Them of Copying Her Paradigm".
30. ^ "Black Creative, Amina Mocciolo, Accuses LOL Surprise of Using Her Likeness for One of Their Dolls". 22 June 2020.
31. ^ "Toy Billionaire Deletes Post Slamming Black Lives Thing Grouping - Bloomberg". Archived from the original on 2020-06-24.
32. ^ "L.O.L. Surprise! Doll maker finally responds to those viral ice-water videos". xv August 2020.

External links [edit]

• Official website

campbellvely1989.blogspot.com

Source: https://en.wikipedia.org/wiki/MGA_Entertainment

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