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Sunday, Jun 26, 2022

MGA Partners with Nighthawk Interactive on Nintendo Game

San Fernando Valley toy company MGA Entertainment Inc. announced Thursday that it will be teaming up with videogame publisher Nighthawk Interactive on a game to support the launch of its fall line of the popular fashion doll brand, L.O.L. Surprise! The video game will launch globally, exclusively for Nintendo Switch. “The world of L.O.L. Surprise! continues to grow around the world,” said MGA Entertainment Chief Executive Isaac Larian in a statement. “We are working closely with the team at Nighthawk to ensure key attributes of the L.O.L. Surprise! fall toy line, like fashion, collectability and outrageousness, are brought to life in game play in ways that are fun and meaningful to our fans.” Added Nighthawk’s Joseph Sutton, president of the New Jersey company, “We are looking forward to delivering an engaging, entertaining, and joyful experience to the many L.O.L. Surprise! fans around the world.” Launched in 2016, L.O.L Surprise! (L.O.L. stands for “Li’l Outrageous Littles”) rose to become the toy industry’s best-selling product in 2017. MGA has since continued to expand the line, popular with little girls, most notably in 2019 with L.O.L. O.M.G. (“Outrageous Millennial Girls”) fashion dolls. Introduced in 2017 by Japan-based video game company Nintendo, Nintendo Switch is a hybrid game console that can be used either as a home console or portable device. The pending L.O.L. Surprise! Switch game will feature new characters, fashions and surprises to be revealed along the way, according to MGA. Headquartered in Chatsworth in a new, Uncommon Developers-created live/work/play campus that has residential and retail components currently under construction, MGA Entertainment creates proprietary and licensed products including toys and games, dolls, consumer electronics, home décor, stationery and sporting goods. The company was founded in 1979 and its brands include Bratz, Little Tikes and Poopsie Slime Surprise.

Michael Aushenker
Michael Aushenker
A graduate of Cornell University, Michael covers commercial real estate for the San Fernando Valley Business Journal. Prior to the Business Journal, Michael covered the community and entertainment beats as a staff writer for various newspapers, including the Jewish Journal of Greater Los Angeles, The Palisadian-Post, The Argonaut and Acorn Newspapers. He has also freelanced for the Santa Barbara Independent, VC Reporter, Malibu Times and Los Feliz Ledger.

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