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Toy maker MGA Entertainment launches DTC website

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The company aims to bring its top brands, including L.O.L. Surprise!, Little Tikes and Bratz, under one online storefront.

Dive Brief:

  • Toy retailer MGA Entertainment announced Tuesday the launch of The MGA Shop website as a way to bring all its top brands under one storefront.
  • Major retailers will continue to sell merchandise from its brands L.O.L. Surprise!, Little Tikes, MGA’s Miniverse, Bratz and Rainbow High, the company said.
  • The new site offers online-only exclusives, limited quantity merchandise and early access to new products and special deals. Alongside the launch, the retailer introduced a new loyalty program.
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