MGA Entertainment Italy
new launches, anniversaries and innovation in the italian market
In 2026, MGA Entertainment Italy is refreshing its portfolio with a mix of established brands, new launches and strategic partnerships, confirming its role as a key player in the Italian toy industry.
In 2026 we are presenting a renewed and strategically expanded portfolio that integrates new brands, important anniversaries and significant collaborations, explains Edgardo Di Meo, Senior Director Marketing at MGA Entertainment Italy.
The company continues to focus on the kidult target with iconic brands such as Tataba, Hyojo, Bratz and Miniverse, strengthening its presence in a segment that continues to grow steadily. On the licensing side, long-standing collaborations with Hello Kitty, Harry Potter and Care Bears are now joined by promising new partnerships such as Strawberry Shortcake, Minecraft and SpongeBob, offering consumers an increasingly rich and diverse experience. The year 2026 also marks important anniversaries for MGA.
We are celebrating the 25th anniversary of Bratz and the 10th anniversary of L.O.L. Surprise! with dedicated initiatives and special projects designed to highlight the legacy of these brands and their strong connection with consumers.
These iconic brand celebrations will be supported by digital initiatives, events and exclusive products aimed at strengthening the fan experience. Among the most anticipated new launches is Armorsaurs, a new boys’ franchise supported by a Korean CGI series that aims to strengthen MGA’s presence in the boys’ segment as well.
At the same time, we are enriching the portfolio with new brands in the fashion dolls and nurturing dolls categories, which will be revealed soon, adds Di Meo, highlighting the strategy of expanding the offer to meet a variety of tastes and preferences. At Toys & Baby Milano, MGA Entertainment Italy will showcase a wide range of new products: At Toys & Baby Milano we will present our established and ongoing brands such as L.O.L. Surprise!, Bratz, Rainbow High, Miniverse and Little Tikes, together with exclusive previews for the Italian market related to new brands and product lines.
The trade show therefore becomes an opportunity to present exclusive products, attract new audiences and strengthen the connection with loyal fans. MGA Entertainment’s goals for 2026 are ambitious.
2026 represents a year of relaunch and acceleration. We have strengthened the organization and defined a strategic portfolio to support long-term growth. Our ambition is clear: to double our turnover over the next three years thanks to a strong product pipeline and a clear development vision.
The company’s strategy focuses on three main directions: strengthening core brands by transforming them into consolidated franchises, expanding the offering to also engage the boys’ audience, and enhancing brands with great yet still underexploited potential, such as Baby Born. “We are also introducing two very significant innovations in the Dolls category, which confirm MGA’s ability to bring new and distinctive ideas to the market.” With these initiatives, MGA Entertainment Italy confirms its leadership by focusing on innovation, creativity and strategy to surprise consumers and collectors, strengthening its presence in both the Italian and international markets. 2026 therefore becomes a year of celebration, development and new opportunities for the group, with the aim of continuing to grow and delight audiences with iconic brands and cutting-edge projects.
