The new partnership sees the Italian agency representing MGA’s franchises L.O.L. Surprise!™, Bratz®, Rainbow High™, Yummiland™, and Little Tikes®.
Maurizio Distefano Licensing, the number one independent agency in Italy, has announced its new representation agreement with MGA Entertainment (MGA) for their L.O.L. Surprise!™, Bratz®, Rainbow High™, Yummiland™ and Little Tikes® franchises in Italy.
Founded in 1979, MGA Entertainment has built a reputation of creating top consumer brands across a wide variety of consumer product categories, continually providing innovative play patterns that appeal to girls and boys of all ages and has a diversified portfolio of award-winning brands. MGA’s mission is to inspire imagination and creativity with innovative toys, entertainment, and experiences that turn play into limitless possibilities.
Bratz, the girls with a passion for fashion, debuted in 2001 as a collection of fashion dolls that reached great success with licensed collections in multiple categories as well as the expansion into entertainment including TV and web series, a live-action movie and video games. Today the Bratz brand has grown into a highly followed lifestyle brand across categories with more than five million followers across social media platforms and holding the No. 1 spot as the most followed toy brand on Tik Tok.
L.O.L. Surprise!, the original unboxing toy, launched in 2016 and had immediate success. The brand has always been about outrageous fun and layers and layers of surprise, all contained in mystery capsules. L.O.L. Surprise! TV series and movies have been produced and shown on Netflix, YouTube Kidoodle, Boing, Cartoonito and other streaming platforms, with the latest movie “L.O.L. Surprise! The Skate Dance Movie” premiering in early October 2024.
Rainbow High is all about colourful, creative confidence and featured a wide selection of fashion dolls complemented with an audio-visual franchise of in-universe-branded animated TV series on YouTube, Netflix, and Frisbee. Rainbow High was the No. 1 fashion doll globally in 2023 and is trending in the same direction for 2024.
Yummiland, the newest of MGA’s franchises, where six braves Yummis protect their incredible, edible city with their lip gloss superpowers. Each Yummi has its own special power, but when lip gloss flavours combine, their powers amplify in unexpected ways. The doll line was launched in 2024 along with an animated series on YouTube.
For more than 55 years, Little Tikes has been creating toys that parents and grandparents trust and kids love and features the iconic Cozy Coupe ride-on car. Little Tikes gives preschool children space to grow and imagine and every day is an adventure with lots to discover. Cozy Coupe is also the protagonist of an animated TV series dedicated to the little ones broadcast on Cartoonito and available on YouTube.
Maurizio Distefano, President, says: “We are thrilled to represent MGA Entertainment brands in Italy. Each brand has its own strengths and recognition, and I’m confident we will find the perfect partners by leveraging our expertise to achieve the best results. Strategically, these brands enhance a new offer inside our portfolio that satisfy clients targeting female demographic, from preschoolers to young adults.”