# MGA Entertainment

> MGA Entertainment is one of the largest privately held toy and entertainment companies in the world, founded in 1979 by Isaac Larian and headquartered in the Los Angeles area. It designs, manufactures and licenses children's toys and collectibles - including L.O.L. Surprise!, Bratz, Rainbow High, Little Tikes and MGA's Miniverse - and has built a reputation for inventing brands in-house rather than licensing them in. Its signature move is the 'blind' unboxing reveal that turned surprise into a product category and helped it pull adult collectors, the so-called kidult market, into the toy aisle.

- **Founded:** 1979
- **Headquarters:** Los Angeles (Chatsworth), California, United States
- **Founders:** Isaac Larian (Founder & CEO)
- **Team size:** ~1,100-1,300 employees
- **Products:** L.O.L. Surprise!, Bratz, Rainbow High, Little Tikes, MGA's Miniverse (Make It Mini)
- **Notable:** L.O.L. Surprise! named Toy of the Year for three consecutive years and reportedly sold over a billion units, L.O.L. Surprise! O.M.G. named Doll of the Year (2020), Rainbow High became the world's No. 1 fashion doll property (2023)

## Products & services

- **L.O.L. Surprise!** — Blind-unboxing collectible dolls and accessories revealed layer by layer; Toy of the Year winner and one of the best-selling toy lines of the 2010s.
- **Bratz** — Diverse, fashion-forward dolls with a bold aesthetic that challenged Barbie's dominance in the early 2000s and remain a nostalgia-driven collector brand.
- **Rainbow High** — Fashion dolls organized around color and style that grew into the world's No. 1 fashion doll property, with a companion animated series.
- **Little Tikes** — Play equipment, ride-ons and playsets for younger children; acquired by MGA in 2006.
- **MGA's Miniverse (Make It Mini)** — Highly detailed miniature food and lifestyle collectibles you assemble by hand, aimed squarely at adult collectors (the kidult market).
- **MGA Studios** — In-house entertainment arm launched with $500M in cash and assets to produce films and series built around MGA's toy brands; acquired Pixel Zoo Animation.
- **Na! Na! Na! Surprise, Poopsie, Num Noms, Lalaloopsy** — Collectible and novelty lines spanning soft dolls, slime and surprise reveals across the 2010s.
- **BABY born (Zapf Creation)** — Interactive baby-doll brand; MGA held a minority stake from 2006 and fully acquired Zapf Creation in 2024.

## Achievements

- L.O.L. Surprise! named Toy of the Year for three consecutive years and reportedly sold over a billion units
- L.O.L. Surprise! O.M.G. named Doll of the Year (2020)
- Rainbow High became the world's No. 1 fashion doll property (2023)
- Built 13-plus original in-house brands each exceeding $100M in sales
- Grew from a Nintendo Game & Watch distributor into one of the largest privately held toy companies in the world
- Prevailed on appeal in the long-running Bratz litigation with Mattel

## Latest updates

- **2025-11** — MGA's Miniverse announced a licensed Make It Mini Minecraft collection, extending its kidult collectibles line into gaming IP.
- **2024-01** — MGA fully acquired Germany's Zapf Creation (BABY born), having held a minority stake since 2006.
- **2024-09** — A jury awarded T.I. and Tameka 'Tiny' Harris $71M in a suit alleging L.O.L. O.M.G. dolls copied their OMG Girlz likenesses.
- **2024-02** — Little Tikes Story Dream Machine named a Toy of the Year finalist.

## Links

- Website: https://www.mgae.com
- LinkedIn: https://www.linkedin.com/company/mga-entertainment
- Twitter/X: https://twitter.com/reallolsurprise
- YouTube: https://www.youtube.com/@lolsurprise
- Instagram: https://www.instagram.com/mgaentertainment/
- Facebook: https://www.facebook.com/lolsurprise
- TikTok: https://www.tiktok.com/@mgaentertainment

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Profile page: https://yespress.io/mga-entertainment
Published by YesPress — https://yespress.io
Last updated: 2026-08-13