- Founded
- 1979-01-01 in Chatsworth, California, USA
- Headquarters
- 9220 Winnetka Avenue, Chatsworth, California 91311, USA
MGA Entertainment (Micro Games of America) is the largest privately held toy and entertainment company in the United States. Founded in 1979 by Isaac Larian, the company began as a distributor of handheld LCD games under the name ABC Electronics. It quickly grew into a global innovator of popular children’s toys, fashion dolls, and lifestyle brands. MGA Entertainment’s portfolio includes iconic names such as L.O.L. Surprise!, Bratz, Rainbow High, OMG, and Little Tikes, among others. The company designs, develops, and markets products across multiple categories including dolls, action figures, arts & crafts, electronic toys, and outdoor play. Headquartered in Los Angeles, California, MGA Entertainment operates worldwide with offices in Europe, Asia, and Latin America. The company has been recognized for its disruptive approach to the toy industry, often launching direct-to-consumer channels and leveraging digital content to engage young audiences. As of 2025, MGA Entertainment continues to expand its intellectual property through entertainment partnerships, licensing, and experiential retail.
Detailed Review
History
MGA Entertainment’s history traces back to 1979 when Isaac Larian founded ABC Electronics, later renamed Micro Games of America (MGA), to distribute Nintendo’s Game & Watch handheld games. In the 1980s, the company shifted into developing its own toys, eventually launching the groundbreaking Bratz fashion dolls in 2001, which challenged Barbie’s market dominance. Bratz became a cultural phenomenon, spawning films, video games, and a loyal fan base. The company continued innovation with the introduction of L.O.L. Surprise! in 2016, a blind-box doll line that revolutionized unboxing culture and generated billions in retail sales.
Business Model
MGA Entertainment now manages a diverse brand ecosystem, from collectible dolls to outdoor play (Little Tikes) and interactive plush (Sing-a-ma-jigs). The company’s business model relies on rapid product cycles, aggressive marketing, and extensive licensing. It also operates an e-commerce platform (shop.mgae.com) and a loyalty program. In recent years, MGA has invested in digital content, including animated series and mobile apps, to extend brand engagement. Despite legal battles over Bratz copyrights and distribution disputes, MGA Entertainment remains a dominant force in the toy industry, with an estimated annual revenue of over $5 billion (private company, not independently verified). The company employs thousands of people globally, though an exact headcount is not publicly disclosed.
Key Products
LOL Surprise!
A collectible toy line featuring dolls, accessories, and unboxing surprises housed in multiple layers of packaging, launched in 2016.
Bratz
Fashion dolls known for large heads, slim bodies, and edgy urban style, first launched in 2001.
Rainbow High
A line of fashion dolls with colorful hair and detailed outfits, aimed at tween and collector audiences.
OMG (Outrageous Millennial Girls)
A sibling line to LOL Surprise! featuring larger fashion dolls with more articulation and accessories.
MGA Rewards
A customer loyalty program offering points on purchases at shop.mgae.com, redeemable for discounts.
L.O.L. Surprise!
Unboxing dolls with multiple layers and surprises; includes sub-brands like L.O.L. O.M.G., L.O.L. Surprise! Movie, and L.O.L. Surprise! Remix.
OMG
Larger fashion dolls designed for older collectors.
Little Tikes
Ride-on toys, playhouses, and outdoor playsets, acquired by MGA in 2019.
The Official MGA Toy Store
Direct-to-consumer e-commerce site at shop.mgae.com.