MGA Entertainment
MGA Entertainment, Inc. is the world's largest privately owned toy company, founded in 1979 as Micro Games of America. The company is best known for creating L.O.L. Surprise!, Bratz dolls, and Little Tikes, and operates an animation studio alongside its toy divisions.
The Story
MGA Entertainment, Inc. began in 1979 as Micro Games of America, founded by Isaac Larian after he immigrated to the United States from Iran with just a few hundred dollars and limited English. The company started by importing electronic games and gradually shifted its focus toward toys and dolls, rebranding as MGA Entertainment in the late 1990s to reflect its broader entertainment ambitions.
The company's defining breakthrough came with Bratz dolls in 2001, a brand that challenged Mattel's Barbie dominance and became a cultural phenomenon. After years of legal battles over the Bratz franchise, MGA Entertainment emerged with even greater momentum, launching L.O.L. Surprise! in 2016 — a doll line unboxing experience that redefined toy marketing for the YouTube and TikTok generation. The brand's viral success made L.O.L. Surprise! one of the fastest-growing toy properties in history.
Today, MGA Entertainment stands as the largest privately held toy and entertainment company in the world. Beyond its flagship brands, the company owns Little Tikes, Num Noms, Rainbow High, and operates MGA Studios for animation production. Headquartered in Chatsworth, California, with additional offices around the globe, MGA employs thousands of workers and continues to innovate across physical toys, digital content, and entertainment experiences.
Key Facts & Metrics
Games & Merch
Little Tikes My First Playground! Easy Store Table & Chair Set
Little Tikes kids' indoor activity table and chair set with storage compartments. Perfect for arts, crafts, and play from MGA Entertainment.
Rainbow High Series 6 Poppy Rowan Fashion Doll
Rainbow High collectible teen fashion doll with rainbow hair, outfit, and accessories. MGA Entertainment's colorful high-school doll line.
L.O.L. Surprise! Loves Mini Sweets Dolls - Cherry Chick
L.O.L. Surprise! Mini Sweets collectible doll with candy-themed packaging and sweet surprises. Adorable compact doll from MGA Entertainment.
Bratz Collector Series Fashion Dolls - Cloe
Collectible Bratz doll with trendy outfit, accessories, and collector box. Part of the iconic Bratz fashion doll line from MGA Entertainment.
Company Timeline
1979 — Founded as ABC Electronics
Isaac Larian founded the company as ABC Electronics, initially importing consumer electronics.
1987 — Rebranded as Micro Games of America (MGA)
The company changed its name to Micro Games of America, establishing itself as a major toy distributor.
1998 — Launch of consumer toys division
MGA expanded from distribution into designing and manufacturing consumer toys.
2001 — Bratz dolls debut
MGA launched Bratz dolls, which became a global phenomenon and a major competitor in the fashion doll market.
2016 — L.O.L. Surprise! launch
MGA released L.O.L. Surprise! dolls, which became the top-selling toy in the United States.
2020 — Expansion into new product lines
Continued growth with new toy lines and international market expansion.
