MGA Entertainment
One of the world’s largest privately held toy and entertainment companies, MGA Entertainment trusted us to create engaging marketing campaigns for its beloved brands, including L.O.L. Surprise!, Little Tikes, Baby Annabell, BABY born, Mighty Blasters, and VIRO Rides. Across multiple years and product cycles, we’ve delivered a comprehensive range of bespoke, impactful solutions that resonated with each brand’s audience – from digital ads and web design concepts to video and social media content.
The challenge
MGA Entertainment needed a marketing partner capable of executing creative, multi-channel campaigns that would maintain and elevate the company’s leading market presence. We were tasked with creating memorable experiences across MGA’s toy brands, capturing attention, driving engagement, and generating sales through content, video, and digital marketing.
Some of our objectives included:
Modernise the Little Tikes website to become a brand hub, support retailers, build user-generated content, and ensure visitors don’t have to reference multiple websites to research Little Tikes toys. It needed to be mobile-first, while still delivering a rich desktop experience, with a user-friendly CMS capable of enhanced reporting and compatible with SAP integration. We also needed to update the look and feel of the brand to appeal to modern, millennial parents, and drive engagement through various campaigns, including supporting families during COVID-19 lockdowns with engaging at-home activities.
Create and launch a new website for BABY born and Baby Annabell, build out a distinctive tone of voice (TOV) and unique content offering for each brand, and manage social media profiles to raise awareness and improve user engagement.
Raise product awareness and engagement for L.O.L. Surprise! with an interactive Instagram filter, as well as craft collection ads on Facebook and Instagram for newly launched doll ranges.
Launch BABY born Surprise Mini Babies with an awareness-building campaign, driving email sign-ups from multiple channels.
Support Little Tikes’ collaboration with renowned baby-to-pre-school YouTube series Little Baby Bum, as the toy brand launched a range of products based on the programme’s music and characters.
Drive campaign success for Mighty Blasters with product and category content for new launches, alongside a dedicated campaign landing page.
Enhance VIRO Rides’ digital presence with a website, targeted landing pages, product and category content, and emails aimed at increasing visibility and conversions.
Drawing upon our wide suite of expert services and toy marketing experience, our strategic and creative support for MGA covers a broad scope of bespoke solutions, tailored to resonate with each brand’s unique audience. Here is just a snapshot:
Little Tikes
For Little Tikes, we repositioned the brand identity with a new playful, nostalgia-driven approach, supporting this with a brand style guide to ensure consistency across every touchpoint. We designed and developed a seamless, mobile-first website focused on UX, SEO, and establishing the brand as a central hub for consumers and retail partners alike. To deepen audience connection and reinforce brand values, we launched standout campaigns – PlayBig, A Little Help From Little Tikes, World’s Biggest Play Date, and #WeBuyAnyCozyCoupe April Fool’s campaign to name a few – alongside web content for the brand’s 50th birthday campaign. For every new season and product launch, we delivered copy for product and category pages, as well as email marketing to build brand visibility, drive traffic, and strengthen customer connections.
BABY born and Baby Annabell
For BABY born and Baby Annabell, our brand strategy sessions and market research led to new detailed tone of voice guidelines, differentiating the brands in the marketplace. We designed and built mobile-first websites, launched both the Baby Annabell and BABY born blog, developed ongoing content strategies, and managed social media marketing. We delivered campaigns including the launch of new product BABY born Surprise Mini Babies, BABY born’s 30th anniversary, and Baby Annabell’s Ask the Expert campaign, featuring advice from child development specialists.
L.O.L Surprise!
For L.O.L. Surprise!, our design team developed a branded Instagram filter, to promote the Dance Dance Dance doll range, using augmented reality to increase engagement, boost awareness, and create viral moments. We also produced a wide range of copy and creative assets for digital ad campaigns, supporting every new product launch across multiple years, and every piece of content was tailored to the brand’s bold, distinctive tone of voice.
VIRO Rides
For VIRO Rides, we designed and built a brand-focused website, developed landing pages, and crafted compelling product and category copy, alongside seasonal campaign emails to drive awareness and traffic.
Mighty Blasters
For Mighty Blasters, we delivered engaging product and category content for new launches and created dedicated landing pages to maximise impact.
Little Baby Bum
For Little Baby Bum, we supported the brand’s product launch by creating and supplying branded costumes for its Hamleys of London event, while delivering email marketing and website content (landing pages, blogs, and product copy) to maximise the launch of new products.
Little Tikes
1862% return on Google ad spend within one year
448% increase in total revenue year on year
178% increase in organic traffic year on year
Baby Annabell & BABY born
200% increase in website click-throughs
10,000 follower target hit in a year
33% increase in profile visits
BABY born Surprise Mini Babies
100% of stock sold
191% increase in Instagram followers
84% increase in Instagram profile visits
62% increase reach on Instagram
54% increase in Facebook likes
458 new email sign-ups
22% increase in page views
Michelle Lilley
Marketing director, Little Tikes (now marketing director, MGA Entertainment)
Kasia Leskow
Marketing manager (now head of marketing), Zapf Creation
Carrie Webb
Head of communications, The Bigger Boat
