About MGA
MGA Entertainment stands as the largest privately-held toy company in America, a powerhouse of innovation that has repeatedly transformed the toy industry since its founding in 1979. From the groundbreaking Bratz dolls to the global phenomenon of L.O.L. Surprise!, MGA has consistently identified and capitalised on major trends in children's play. The company's journey from Micro-Games America to industry giant reflects founder Isaac Larian's entrepreneurial vision. After starting as a brass goods importer and later becoming a Nintendo distributor, Larian pivoted to toys in the 1990s. The 2001 launch of Bratz dolls—the first truly diverse fashion doll line—revolutionised the industry and signalled MGA's arrival as a major creative force. The December 2016 launch of L.O.L. Surprise! created a worldwide phenomenon, pioneering the "blind unboxing" trend that captivated children and YouTube audiences alike. The collectible doll line has consistently ranked among the top five toy properties globally, generating billions in sales and spawning animated content, merchandise, and spin-off lines. MGA's Miniverse range represents their latest innovation in collectible play. The Make It Mini Food series allows children to create tiny, realistic food items using included ingredients and moulds—combining the satisfaction of crafting with the appeal of miniatures. The Make It Mini Café and Diner sets transport young creators into miniature culinary worlds. The company's portfolio now spans dolls, games, outdoor toys (through the acquired Little Tikes brand), and creative play sets. MGA continues to innovate with lines like Rainbow High fashion dolls and ever-expanding Miniverse collections. UK shoppers can find MGA toys at Asda supermarkets, with ranges also available at Smyths, Argos, and The Entertainer. Grocefully helps parents compare MGA toy prices across UK retailers.

