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), TV series (of the same name), live-action feature film (Bratz: The Movie) and direct-to-video film (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" and "4*Ever Lil' Angelz", respectively, before their eventual discontinuation in 2009. They returned in 2010 for their 10th anniversary with brand new bodies and makeup, which resembled the makeup of the prototypes for the original dolls. In 2013, they were given a new, taller body and a brand new logo. They took a hiatus a year later to rebuild the brand to try and match their original success. They returned, once again, in 2015 with completely new branding, head and body molds, and the return of the original logo. They were met with low sales and dissatisfaction from children and fans alike, and were discontinued again in 2016. They returned in 2018 with a collector line designed by Hayden Williams, and relaunched the original 2001 dolls for their 20th anniversary in 2021. The line has since released reproductions of original lines, new doll assortments and promotional media such as TikTok videos.
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.
As of 2021, no Moxie Teenz were made after 2011, and Moxie Girlz were discontinued in 2014. Leftover dolls were made into Moxie Girlz Friends (exclusive to Target) and the Storytime Princess Collection (exclusive to Toys "R" Us).
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Lalaloopsy
MGA introduced its Lalaloopsy brand in 2010 accompanied by the tagline "Sew Magical, Sew Cute." Lalaloopsy dolls were once rag dolls who appeared to come to life when their last stitch was sewn. Each Lalaloopsy doll has a 'personality' reflected by the fabrics used to make them. Each Lalaloopsy doll comes with his or her own pet.
Lalaloopsy dolls stand approximately 13 inches tall. Large dolls include Rosy Bumps 'n' Bruises, Crumbs Sugar Cookie, Dot Starlight, Peanut Big Top, and many more.
The Lalaloopsy line includes Littles dolls, the younger brothers and sisters of Lalaloopsy dolls. Just like their older siblings, the Littles magically came to life when their very last stitch was sewn. The Lalaloopsy Littles have their own unique personalities and pets. There are currently over 30 Lalaloopsy Littles dolls, including Matey Anchors (Marina Anchors' brother), Bundles Snuggle Stuff (Mittens Fluff 'n' Stuff's sister), and Scribbles Splash (Spot Splatter Splash's sister).
Also in the Lalaloopsy line are Mini Lalaloopsy, Lalaloopsy Micros, and Accessories. The Accessories line includes outfits and furniture for the Lalaloopsy dolls and Littles dolls, and Mini Lalaloopsy playsets and vehicles. Lalaloopsy dolls are sold in-store and online at a variety of retailers. On December 7, 2010, Lalaloopsy won the People's Play Award for large dolls.
The toy line’s popularity peaked at around 2013. The line was revamped in 2017 with a Netflix show called We're Lalaloopsy, and the classic dolls returned in 2021 for its 10th anniversary.
L.O.L. Surprise!
The toymaker launched the unboxing toy line L.O.L. Surprise! ("Li'l Outrageous Littles") on December 7, 2016. The brand became a huge success for MGA and the L.O.L. Surprise doll assortment was the #1 toy for 2017 through November in the US, according to The NPD Group. MGA Entertainment planned to double the sales of L.O.L. Surprise toys in 2018. Several new higher-priced L.O.L. Surprise toys were released over summer including the L.O.L. Surprise House, 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 Shareably.
The L.O.L. Surprise brand was expanded in 2019 with the addition of the L.O.L. O.M.G. fashion dolls ("Outrageous Millennial Girls"). The new line received the award of Doll of the Year at 2020's Annual Toy Industry Awards in addition to the main L.O.L. Surprise brand winning the Toy of the Year award for a third consecutive year. 2020 saw the introduction of another spin-off line – the L.O.L. J.K. mini fashion dolls which were released during that summer. They were under fire in 2018 and 2019 for the anatomically correct LOL surprise Boys line.
The COVID-19 pandemic disrupted production of L.O.L. and threatened supply for the 2020 holiday season. In April 2020 a special edition charity doll was announced – named Frontline Hero, one dollar from every sale would go to the company's MGA Entertainment Cares non-profit.
On October 8, 2021, an animated 47 min feature film, L.O.L. Surprise! The Movie was released on Netflix as an original movie. The film is about Queen Bee, a young girl who finds herself in the popular dolls' animated world, where she must help them create a movie. It is the first feature length film of the L.O.L Surprise franchise. It received mixed-to-average reviews from audiences. Another movie, L.O.L. Surprise! Winter Fashion Show was released in October 2022.
Three video games in total have been launched, being the first two L.O.L Surprise! Remix: We Rule The World (2020) and L.O.L Surprise! Movie Night (2021), both developed by Maestro Interactive Games, and released for the Nintendo Switch platform. The third one, L.O.L Surprise! B.B's Born to Travel (2022), developed by Xaloc Studios, has been launched for Steam, Nintendo Switch, PS4, PS5, Xbox One, Xbox Series X/S.
Project Mc2
Project Mc2 was a product line introduced in 2015. The line included science sets and a doll line which ran from 2015 to 2018. MGA also produced a live-action tie-in series with AwesomenessTV, a division of Viacom, which ran on Netflix from 2015 to 2017, spanning six series. The line's tagline is Smart is the New Cool.
Zapf Creation
On July 20, 2006, MGA acquired a 19.2% minority stake in German toy company Zapf Creation. The deal allowed for MGA to distribute Zapf's products in North America and South America and for Zapf Creation to distribute MGA's products in certain European territories. It was announced in 2023 that MGA would acquire the rest of the company. The deal closed at the end of Spring 2024, and Zapf Creation AG was renamed to MGA Zapf Creation GmbH on July 16, 2024.
Rainbow High
Rainbow High is a doll line introduced in July 2020. The line is a spin-off of Poopsie Rainbow Surprise, which also features colorful dolls with inset eyes. Following Rainbow High's release, the dolls appeared on multiple hot-toy lists including Toys "R" Us Canada and The Toy Insider, while The NPD Group reported in August 2020 that, Rainbow High was the No. 3 best selling fashion doll line and the No. 7 best selling doll line overall in the U.S. At the close of 2020, the brand was complemented with an audiovisual franchise of in-universe-branded web series of animated shorts and episodes which were predominantly released on YouTube and later made available on Netflix. In February 2022, MGA released the franchise's first official spin-off known as Shadow High to be the brand's rival school, with the spin-off brand spotting/representing grayscale colors in clear contrast to their hosts. The line was softly rebooted in 2024 with a slime gimmick similar to Rainbow Surprise.
Other
Here is a list of products produced by MGA, past and present:
