MGA Entertainment
 |
|
| Private | |
| Industry | Toys |
| Founded | 1979 |
| Headquarters | Los Angeles, California, United States |
|
Key people
|
Isaac Larian, Founder and CEO |
| Revenue |
 US $2 billion (2006) |
| Owner | Isaac Larian (82%) Larian family (18%) |
|
Number of employees
|
1,100 |
| Subsidiaries | Little Tikes |
| Website | www.MGAE.com |
MGA Entertainment (stands for Micro-Games America Entertainment) is an American manufacturer of children's toys and entertainment products founded in 1979. Its products include the Bratz fashion doll line, Bratzillaz, Lalaloopsy, Mooshka, Moxie Girlz, Moxie Teenz, BFC and Vi and Va. MGA also owns The Little Tikes Company. MGA is headquartered at 16300 Roscoe Boulevard in the Lake Balboa area of the San Fernando Valley region of Los Angeles, California, United States.
Introduced in 2001, Bratz is MGA's most successful product line, with various 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), two feature films (Bratz: The Movie and Bratz Girlz Really Rock) 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" before their eventual discontinuation.
In 2009, a new doll line named Moxie Girlz was introduced. These Moxie girlz are similar, but legally distinct, from the Bratz line of dolls. This is to circumvent the ruling from the lawsuit described below.
The Moxie Girlz were intended to replace Bratz, but when they came back, the Moxie Girlz became a separate 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 wear.
The Moxie Teenz are a spin-off from the Girlz, and includes college girls with unique skills. The line launched in Fall 2010, the characters Melrose, Tristen, Arizona and Bijou were in the first two lines, and new characters Leigh and Gavin joined in Fall 2011.
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Wikipedia