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Thursday, Mar 28, 2024

MGA Forms Partnership with Zapf

The German Cartel Office gave the go ahead this week for MGA Entertainment, Inc. to form a strategic partnership with Zapf Creation AG, Europe’s leading brand manufacturer of play and functional dolls. The July 19 decision also allows the Van Nuys-based MGA to purchase additional shares in the foreign company. The partnership between MGA and Zapf allows for Zapf to have its products distributed in North America and South America via MGA’s infrastructure and for MGA products to be distributed in Europe though Zapf’s infrastructure. The German company needs to pair with MGA to have access to its sales and marketing expertise to bring in badly needed revenue and profits, said MGA Chief Executive Officer Isaac Larian. “Time is of the essence and we need to move fast so as not to lose the window for selling more goods this fall as well as for the spring 2007, especially in North America,” Larian said. Earlier in the month, Larian and some associates acquired a 19 percent share of Zapf Creation. MGA manufactures the popular Bratz line of dolls and other consumer goods.

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