The Hype; Where, Christmas 2002 Is Job 1
The presents are still under the Christmas trees. Bits of wrapping paper are stuck to toy boxes, which remain piled up in the corner of the family room. Christmas may still be lingering in houses across the country, but it's a distant memory for MGA Entertainment.
There's no rest for employees of the North Hills-based toy manufacturer. Today, the company's 150 employees were back at their desks, gearing up for next Christmas. Dolls must be made, robots must be programmed and toys must be packaged - beginning this week - if they're ever going to make it under Christmas trees in 2002.
Call MGA Santa's Workshop, Valley Division.
"There's no rest in this business," says MGA Head Elf, er, President Isaac Larian. "We've had a fantastic year (in 2001), and we expect to double our business next year."
The key to MGA's success this year was the introduction of Bratz, a quartet of fashion-conscious dolls for kids who think the icon of fashion dolls - Mattel's 30-year-old Barbie - is dated. Bratz sold like, well, Barbie dolls, earning a slew of commendations including a Toy of the Year nomination from the Toy Industry Association, the major industry trade group.
MGA is already hard at work on the next variations of Bratz, including Sports Bratz and Mini Bratz, which will be introduced this spring. The company has also signed eight licensing deals, so Bratz lunch bags, party goods and clothing are on the way.
"This is definitely the breakthrough year with the success of Bratz and how the 'tween' generation has accepted the dolls," said David Malacrida, an MGA spokesman.
MGA Entertainment was born in the Valley in 1979 as Micro Games of America, producing handheld consumer electronics. Larian says the company got into the toy business by accident in 1993 when it became the exclusive distributor for Nintendo games.
MGA continues to produce electronic games in addition to large specialty dolls and licensed products like the Mrs. Fields Baking Center. Larian said the company will generate $150 million in revenue this year, double its 2000 total, and expects to double its sales in 2002 as well.
That is, it'll double sales if all the elves are back at work this week.
"We (were) open on Christmas Eve," Malacrida said. "We're open and back at work (this week). We're jamming for 2002."
- Chris J. Parker
