22 MAY 2024

Nelvana appointed MGA Entertainment as its merchandising agency in Canada

New partnership sees Nelvana representing MGA’s mega franchises L.O.L. Surprise!™, Bratz®, Rainbow High™, Little Tikes®, and MGA’s Miniverse™.

22 MAY 2024

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Corus Entertainment’s Nelvana announced its new licensing agreement with toy and entertainment company MGA Entertainment. As its licensing agent in Canada, Nelvana will handle all consumer products licensing, marketing, and retail support in Canada, outside of toys, for MGA’s household name brands such as L.O.L. Surprise!™, Bratz®, Rainbow High™, Little Tikes®, and MGA’s Miniverse™.

“Our Nelvana licensing team has experienced impressive success growing brands through Canadian licensing and retail programs and we are delighted to welcome MGA Entertainment’s juggernaut brands to our portfolio,” said Carly Slack, Director, Licensing, Retail & Marketing, Nelvana. “MGA is a master of innovation, creating acclaimed brands such as L.O.L. Surprise!, Bratz, and Rainbow High, rebuilding beloved Little Tikes, and launching new properties such as MGA’s Miniverse. We’re really excited to work together and find new and creative ways to further brand affinity among fans in Canada.”

MGA brands have delighted children and adults around the world for 45 years, including everyone from preschool age to tweens and kidults, with the goal of enriching kids’ and kidults’ imaginations and enhancing their social and cognitive skills through story and play. These brands already extend from toy lines to TV series, movies, social media, apparel, accessories, and more. Accomplishments include L.O.L Surprise being a top five global property for six years in a row with 180 million engagements on Roblox; Rainbow High was the No. 1 fashion doll brand globally in 2023 with more than 1 billion minutes watched on YouTube, Bratz is the most followed MGA brand on social media with a combined following of 2.6 billion, and Little Tikes is the No. 1 brand in outdoor and sports.

“We are proud to partner with Nelvana as our exclusive licensing agent to help bring our brands to more fans across Canada,” said Mindy Puente-Escalera, SVP Global Licensing, MGA Entertainment. “Their more than 50 years of experience in children’s entertainment internationally combined with our globally-loved, award-winning brands, will grow our brands across categories beyond toys in the country.”