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About MGA Entertainment Inc.

MGA Entertainment manufactures children's fashion dolls under the Bratz, Moxie Girlz, L.O.L. Surprise! , Secret Crush, and Lalaloopsy names. The company also owns Little Tikes (maker of the iconic Cozy Coupe) and produces Rescue tales-brand plush animals. Through a partnership with Zapf Creation, MGA makes and markets lifelike baby dolls. It also creates licensed products including consumer electronics, home d├ęcor, stationery, and sporting goods. Founded in 1979, the manufacturer changed its name to Micro Games of America and then shortened it to MGA when the company shifted its focus from games to dolls in the late '90s. 

Operations

MGA develops a broad range of proprietary products by using new technologies that are never before applied to toys. The company's diverse product line features interactive dolls, electronic handheld games, girl's lifestyle products and smart toys, ride-ons, outdoor playsets, robots and interactive plush toys. 

The MGA family includes award winning brands such as Tobi Robot Smartwatch, Rainbow High, Poopsie Slime Surprise! , Sing-a-Long Lilly and Ami, VIRO Rides, and Na! Na! Na! Surprise.

Geographic Reach

Headquartered in Chatsworth, California, MGA reaches retailers worldwide. The company has operations in the US, Canada, Australia, Luxembourg, Belgium, the Netherlands, Brazil, Australia, the Czech Republic, the UK and Slovakia.

Sales and Marketing

MGA sells its products through big-name retailers including Target, Little Tikes, Kohl's, Uniqlo, Amazon.com, and Wal-Mart.  However, not all of the company's products are available at all retailers. Some are available only in stores while others are available exclusively online. 

Strategy

MGA Entertainment continues to expand by launching new brands, expanding product lines,  and opening offices in different locations (France, Italy, and Spain).

Company Background

MGA Entertainment ended a legal battle with rival toy maker Mattel in 2011 over the Bratz line of multi-ethnic dolls. The aptly dubbed "doll wars" took a toll on MGA's finances. The company incurred more than $137 million in legal fees associated with copyright and trade secrets issues. It also missed out on the benefits of its top-selling Bratz, whose revenues were diverted to an escrow account until all appeals were exhausted. In 2011 Mattel's claim to the dolls was denied and its rival awarded $319 million in damages and legal fees. Mattel moved to appeal the award in spring 2012, but dropped its claim that MGA infringed on its copyright.

MGA Entertainment Inc.

9220 Winnetka Ave
Chatsworth, CA 91311-8172
Phone: 1 (818) 894-2525

Firm Stats

Employer Type: Privately Owned
Vice President, Global Sourcing: Billy Arora
President: Anne Gates
CEO: Isaac Larian
Employees (This Location): 300
Employees (All Locations): 2,100

Major Office Locations

Chatsworth, CA

Other Locations

Hesperia, CA