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Thursday, Mar 28, 2024

MGA to Launch New Toy Brand

Van Nuys-based toy manufacturer MGA Entertainment Inc. is launching a new entertainment brand that it hopes is out of this world. MGA has partnered with tween retailer Justice in the launch of its new cosmic-themed property, Novi Stars. The brand will include dolls, accessories and apparel, as well as Novi Stars webisodes that will run on media screens in Justice stores. While the dolls are set to hit stores in August, Justice stores nationwide now are airing promotional Novi Stars videos in stores. Although company officials were mum on further details, the Novi Stars brand includes characters such as Una Verse, a doll filled with glitter and water and Allie Lectric, which lights up in multiple colors. Each doll, priced at $19.99, comes with a pet, a glow-in-the-dark doll stand and a package handle that can be removed and transformed into a headband. The Novi Stars Facebook page offers consumers a sneak peak of what to expect in August, as well as a sounding board for their reactions to the newest addition to the MGA family. Facebook fan Anngel Norkist wrote, “Hurry up and land already! My daughter keeps bugging me all day every day about you girls!” Novi Stars is not the only MGA brand hitting shelves soon. Bratzillaz, an offshoot of MGA’s popular Bratz line, is slated to launch next month. The five-doll brand features the “good witch cousins” of the Bratz characters. Interactive content, including a new website and smart phone applications, will be rolling out in August.

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