MGA Ent. Plays with Shrek

MGA Ent. Is going from the shopping mall to the swamp with its new deal with DreamWorks Animation SKG. Home to the Bratz property and other kid lifestyle favorites, MGA has signed a two-year master toy and games licensing agreement with the toon studio for the Shrek franchise.

MGA will begin bringing Shrek-themed products to retail in the spring of 2007, just in time for the theatrical release of Shrek 3. Under the license, the company will produce a variety of products, including dolls and collectible Figures, plush toys, youth electronics, games, puzzles and room d’cor.

Shrek is a modern classic and evergreen brand in family entertainment,’ says MGA Ent. CEO Isaac Larian. ‘We think that the franchise has great potential to be a broad toy program across our entire company, and we look forward to creating fun and innovative products that deliver all the fun of such beloved and well-known characters.”

MGA’s Bratz toy line was introduced to retail in June of 2001 and quickly became one of the world’s top lifestyle brands for girls. In addition to securing 350 licensees worldwide, the property won Family Fun magazine’s Toy of the Year Award four years in a row. More information on Van Nuys, Calif.-based MGA Ent., go to www.mgae.com.