LA-based toyco MGA Entertainment has launched a new production division called MGA Studios to pursue new business in technology, gaming and content production. Backed by more than US$500 million in cash and assets, the new subsidiary is charged with growing MGA’s presence in the market through acquisitions, partnerships and the development of original IPs. 

Straight out of the gate, MGA Studios has acquired Australia’s Pixel Zoo Animation to establish its presence in the production market. Pixel has partnered with MGA on several CG-animated projects in the past, including tween drama Rainbow High (48 x eight minutes), YouTube series Let’s Go! Cozy Coupe and feature film L.O.L. Surprise! The Movie (pictured), which airs on Netflix. 

Jason Larian, son of MGA CEO and founder Isaac Larian, will serve as president of MGA Studios, with Pixel Zoo’s founder and CEO Paul Gillett staying in his current role. 

“The purpose of MGA Studios will be to facilitate the expansion of [our brands] beyond the toy aisle, and turn them into true transmedia franchises including entertainment, gaming and online experiences,” said Jason Larian in a release. “We are committed to bringing new partners into the fold to help realize our vision, and the Pixel Zoo acquisition is the first step of many on this journey.”

In addition to its past work with MGA, Pixel Zoo has developed 2D-animated action series Heroes of Goo Jit Zu (2019) with Australian toyco Moose Toys, as well as collaborating with Moonbug Entertainment on CG-animated preschool series Little Baby Bum. Kidscreen has confirmed that the studio will continue to work on third-party projects in the future.

Since launching in 1979, MGA Entertainment has brought several popular toy brands to market as games, apparel, stationery, movies and TV series. Its portfolio of brands currently includes fashion dolls L.O.L. Surprise!, Shadow High and Bratz; preschool role-play products Little Tikes and Baby Born Surprise; and consumer electronics IPs Foamo and Dojo Battle.