Corus Entertainment’s Nelvana has announced its new licensing agreement with MGA Entertainment. As the toy and entertainment giant’s licensing agent in Canada, Nelvana will handle all consumer products licensing, marketing and retail support in the territory, outside of toys, for MGA’s leading brands such as the award-winning 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 programmes and we are delighted to welcome MGA Entertainment’s juggernaut brands to our portfolio,” said Carly Slack, director of licensing, retail and marketing, Nelvana. “MGA is a master of innovation, creating acclaimed brands such as L.O.L. Surprise!, Bratz and Rainbow High, and 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 Entertainment’s brands extend from toy lines to TV series, films, social media, apparel, accessories and more. Notable accomplishments include L.O.L Surprise being a top five global property for six years in a row, with 180m engagements on Roblox; Rainbow High taking the #1 fashion doll spot globally in 2023 with more than 1bn minutes watched on YouTube; Bratz being the most followed MGA brand on social media with a combined following of 2.6bn, and Little Tikes being the #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,” commented 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.”
