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MGA Entertainment Developing Mobile Games With Riva Technology

The international toy maker MGA Entertainment, best known for its Bratz and LOL Surprise line of fashion dolls, has announced another key move as the company increasingly moves into the digital realm.

MGA says it has signed a series of brand licensing deals with game developer Riva Technology and Entertainment to develop a number of new mobile games, based on LOL Surprise and MGA’s newest property, Rainbow High.

MGA says it’s all part of a broader plan to increase its presence in digital media. In December, for example, MGA signed a deal with Animoca brands to develop and publish a Bratz blockchain game named Bratz Lookz. The deal would also see development of a series of non-fungible tokens (NFTs), Bratz mini-games, and digital Bratz collectibles, starting with a digital Bratz Card Sale on Dec. 22, 2020.

MGA is continuing the strategy with its new agreement with Riva for the mobile gaming market.

“We are delighted to partner with RTE who has a proven track record for working with the biggest IPs and delivering top quality results,” said Isaac Larian, CEO and founder of MGA Entertainment. “Our digitally native fans want to experience our award-winning brands across all platforms and mobile gaming is a strategic focus for us in 2021 and beyond. It is MGA’s goal to expand both digital gaming and NFTs in a significant way.”

Riva is a well-known and experienced developer in the gaming and IP business, with more than 20 years of building gaming companies, and negotiating top licensing deals in the areas of film and sports.

The deal with MGA is obviously a major development for Riva, as the company’s LOL Surprise! line is one of the best-selling toy brands globally, and won the Toy of the Year Award (TOY Award) three times.

“MGA boasts a diversified portfolio of leading brands, and it builds fantastic award-winning toys,” said Riva Technology and Entertainment CEO and founder, Paul Roy. “Our vision of bridging the world of mobile gaming with consumer products and the toy culture is strongly aligned.

“I admire them for their consistent growth over the years and the incredible efforts they have accomplished, creating a universe that each of their collections represents,” Roy added. “RTE always strive to associate with the biggest and the best and MGAE is certainly that.”

Roy says Riva will soon be announcing details on the new games.

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