MGA EntertainmentFrom ToyReview
[edit] Brand OverviewMGA Entertainment is a leading manufacturer of children's toys and family entertainment products. The company was founded by a quintessential entrepreneur in 1997 and is reputed to be turning over in excess of $2bn. MGA Entertainment is a private company that exists in lots of different categories and is not just a toy company. However, MGA Entertainment is definitely best known for the huge success of the Bratz Dolls. Since their introduction in 2001, they have taken the world by storm and have been able to appeal to 'tween' girls – something which competitors Mattel have been trying to do for years. The Bratz' popularity has grown from strength to strength and new lines such as Bratz Babyz and Lil Bratz have been launched with just as much success. MGA Entertainment has even managed to give Barbie a run for her money, after her 40-year reign of the doll market. The dolls war between Barbie and Bratz continues, Barbie finally has some competition in the market! MGA Entertainment's innovative products have also earned them numerous awards. [edit] MGA's HistoryA year after he graduated from business school, Isaac Larian founded the company that would become MGA Entertainment. Originally from Iran, he left to travel to the USA at the age of 17 with just a few dollars in his pocket. In 1997 the first doll (Singing Bouncy Baby) was produced and won toy of the year award, selling over a million pieces. The company was originally called Micro Games, but changed its name in 1997 to MGA Entertainment – a name that was more fitting to a company selling dolls. Now best known for the phenomenal success of the Bratz Dolls, MGA Entertainment is reputed to be earning tens of thousands of dollars a minute. After 18 months of research, the newly founded company came up with the Bratz Dolls as a product that would be able to compete with Barbie. Isaac Larian discovered that girls didn't want to play with Barbie after the age of seven, and managed to launch the Bratz Dolls to appeal to 'tween' girls – those aged between child and teenager. The Bratz Dolls were also made at 10 inches high (unlike most fashion dolls who are 11 inches tall) so their proportions would be more realistic, and were given diverse ethnicity. With their fashionable clothes and 'passion for fashion' attitude, the Bratz Dolls were an instant success – not only in the UK and USA, but also all over the world, including Brazil, Hong Kong and Spain. Before the launch of the Bratz Dolls, MGA Entertainment was growing by 40-60% each year, however after the Bratz Dolls hit the stores, this rose to a huge 200-300%! It is estimated that about 65-70% of MGA's business is from the Bratz, however the extra 30% still amounts to hundreds of millions of dollars, which makes MGA a hugely successful company. With their headquarters in Van Nuys, California, MGA Entertainment manufactures innovative entertainment products for children of all ages. Although the recent success of the Bratz Dolls has been phenomenal, MGA Entertainment produce much more than just fashion dolls, and also manufacture toys, games, electronics, stationary, home décor and sporting goods. Other toys MGA Entertainment produce include Alien Racers, Rescue Pets, Yummi-Land, Creature Mix and Big Fish Lil' Fish. The success of the Bratz Dolls does tend to overpower the other products though, and MGA Entertainment have expanded the range to include Bratz Babyz, Itsy Bitsy Bratz, Lil Bratz, Bratz Petz, Bratz Electronics, Bratz Home Décor Collection and Bratz Play Sportz. [edit] Toys Produced by MGA Entertainment
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