MGA Entertainment Inc. (Micro-Games America Entertainment) is a children's toy and entertainment products manufacturer founded in 1979. It has world-famous products such as Bratz, LOL Surprise, Num Noms and Rainbow High. The company also owns Little Tikes and the animation studio MGA Studios. MGA is headquartered in Chatsworth, Los Angeles123. In 2018, MGA Entertainment president and CEO Isaac Larian announced that an Australian office of the company would open in early 2019.4 Some of their products Bratz Introduced in 2001, Bratz is MGA's most successful product line, with several products derived from the original teen dolls, including miniature versions (Lil' Bratz), children's versions (Bratz Kidz), baby dolls (Bratz Babyz) , pets (Bratz Petz), tiny baby dolls with pets (Lil' Angelz), television series (of the same name), live-action movie (Bratz: The Movie) and direct-to-video movie (Bratz Girlz Really Rock) and numerous DVD and soundtracks. Due to Mattel's lawsuit against MGA in 2008, the Bratz Kidz and Bratz Lil' Angelz were renamed "4*Ever Kidz" and "4*Ever Lil' Angelz", respectively, before being discontinued in 2009. They returned in 2010 for their 10th anniversary with new bodies and makeup, which resembled the makeup of the original doll prototypes. Moxie Girlz and Moxie Teenz In 2009, a new line of dolls called Moxie Girlz was introduced. These Moxie Girlz are similar to, but legally distinct from, the Bratz line of dolls. This is intended to avoid the judgment of the trial described below. The Moxie Girlz5 were intended to replace the Bratz, but when they returned, the Moxie Girlz became a separate line on 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 features more modest fashion than what typical tweens would wear. As of 2021, no Moxie Teenz were made after 2011, and the Moxie Girlz were discontinued in 2014. Leftover dolls became the Moxie Girlz Friends (Target exclusive) and the Storytime Princess Collection (Toys "R exclusive). "Us). Lalaloopsy MGA introduced its Lalaloopsy brand in 2010 accompanied by the slogan "Sew Magical, Sew Cute"6. Lalaloopsy dolls were rag dolls that magically came to life when the last stitch was done. Each Lalaloopsy doll has a personality that is reflected in the fabrics used to make them. They live happily together in Lalaloopsy Land, a whimsical world full of fun and surprises around every corner. Each Lalaloopsy doll comes with her own pet. L.O.L Surprise! The toy company launched the line of toys to open boxes L.O.L. Surprise! ("Lil Outrageous Littles") on December 7, 2016. The brand became a huge success for MGA and the L.O.L. doll assortment. Surprise was the No. 1 toy of 2017 through November in the United States, according to The NPD Group. MGA Entertainment planned to double sales of L.O.L. toys. Surprise in 2018. Several new L.O.L. toys were released over the summer! Higher-priced Surprise, like the L.O.L. Surprise House, the L.O.L. Amazing Surprise and the L.O.L. Bigger Surprise! The L.O.L. Amazing Surprise Playset was a Top 100 toy on Amazon in November 2019, according to Shareably7. The L.O.L. brand Surprise expanded in 2019 with the addition of L.O.L. fashion dolls. O.M.G. ("Outrageous Millennial Girls"). The new line was awarded Doll of the Year at the 2020 Annual Toy Industry Awards, in addition to flagship brand L.O.L. Surprise will win the Toy of the Year award for the third year in a row8. Another spin-off line was introduced in 2020: L.O.L. mini fashion dolls. J.K., which went on sale during that summer9. Project Mc² Project Mc² was a product line introduced in 2015. The line included science sets and a line of dolls that ran from 2015 to 2018. MGA also produced a live-action series with AwesomenessTV, a division of Viacom, which aired on Netflix from 2015 to 2017, with six series. The line's slogan is Smart is the New Cool.
The MGA Entertainment company is relevant due to its international character. Many of its toy lines, such as those mentioned in the previous sections, competed with the traditional Mattel Barbie doll. They have been and are sold in many countries throughout the world. In addition, you can get the company's products in thousands of stores dedicated to toys.
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