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Lalaloopsy™ Hailed as Hottest Holiday Toy for Second Straight Year

Brand Poised for Blockbuster Expansion in 2012

NEW YORK, Feb. 13, 2012 /PRNewswire/ -- American International Toy Fair -- Since taking the world by storm in 2010, MGA Entertainment's whimsical Lalaloopsy dolls have captivated the market in a way that hasn't been seen since the introduction of Cabbage Patch Kids in the 1980s.  Buoyed by outstanding reviews for two consecutive years, Lalaloopsy again dominated wish lists for the 2011 holiday shopping season and was featured in every major hot toy list for the holidays including Amazon.com, Toys R Us, Time To Play and Toy Insider.   In 2011, Lalaloopsy Silly Hair™ received multiple toy awards including Toys R Us' "Fabulous 15," Toy Talk Awards 2011; Right Start Awards and Time to Play Magazine's "People's Play Awards for Large & Baby Doll Category."  The Mini-Lalaloopsy Treehouse was honored  with inclusion in The Toy Insider's  "Hot 20," Dr. Toy's "100 Best Children's Products for 2011" and Kmart's "Fab 15."

A global brand powerhouse driven by imaginative product, inspired entertainment and a robust licensing program that includes apparel, fashion accessories, books and the top-selling #1 girls' video game from Activision, Lalaloopsy is poised for another blockbuster year in 2012.

This spring signals the launch of the first ever Lalaloopsy film "Adventures in Lalaloopsy Land: The Search for Pillow."  Produced by MGA Entertainment, Lionsgate Home Entertainment will serve as the exclusive distributor of Lalaloopsy product in several territories – including the United States, Canada and the United Kingdom – for all packaged media and digital channels.

MGA will continue to produce more lovable Lalaloopsy™ webisodes designed to encourage a child's imagination and foster creativity.  Each Lalaloopsy™ webisode follows the adventures and misadventures of a beloved group of Lalaloopsy™ characters as they learn important life lessons about friendship, kindness, diversity and individuality.  In 2011, the first episode in the Lalaloopsy™ web series premiered exclusively on YouTube to 400,000 views.

The brand's high caliber licensing programs continue to flourish with new partners hopping aboard the Lalaloopsy™ train including: American Greetings (Social Expressions & Party Goods); Bazoo Global (Card Games); Bentex (Girls' 2-Piece Apparel Sets); Cranston (OTC Fabrics by the Yard); DecoPac (Cake Decorations & Edible Images); F.A.B./Starpoint (Back to School, Backpacks & Luggage); Fashion Angels Enterprises (Activities); Imperial Toy (Novelty Toys, Flashlights & Sand Play); LF USA Inc./AME (Sleepwear); SG Footwear (Footwear & Slippers); Street Flyers (Wheeled Sporting Goods); The Canadian Group (Games); The Northwest Co. (Throws/Blankets, Pillows, Rugs & Flameless Candles) and The Tin Box Co. (Tin Accessories).

In 2011, Lalaloopsy™ joined forces with The American Red Cross to promote blood donations and honor nurses at select hospitals nationwide over the holiday season. As part of the season of giving, MGA Entertainment exclusively donated more than 1,000 Rosy Bumps 'N' Bruises™, the all new Lalaloopsy™ nurse doll, to Red Cross hospital blood drives across the country.  In 2012, Rosy Bumps 'N' Bruises™ will be available at retail stores everywhere, as well as  never-before-seen characters, imaginative play sets, adorable accessories, fashion packs, and a multitude of miniature collectibles and carrying cases.

The following Lalaloopsy™ toys are now available on store shelves:

New Lalaloopsy Characters

Rosy Bumps 'N' Bruises™:  Rosy Bumps 'N' Bruises™ was sewn from bits a of nurse's uniform.  She's super-careful and always puts safety first.  She loves orange juice and putting on bandages...whether they're needed or not.  She has a pet bear.  Sewn on May 12th (International Nurses Day). Price: $24.99.

Ember Flicker Flame™:  Ember Flicker Flame™ was sewn from a firefighter's uniform.  She's super brave, and she's always there to save the day.  She also has a fiery temper, and her favorite food is BBQ...but only if it's spicy!  She has a pet Dalmatian.  Sewn on: May 4th (International Firefighters Day).  Price: $24.99.

Pix E. Flutters™:  Pix E. Flutters™ was sewn from A Real Fairy's Dress.  She's a wishful-thinker who always looks on the bright side.  She loves to float and flutter about and she thinks everything looks better covered in glitter.  She has a pet firefly.  Sewn on: June 24th (Fairy Day). Price: $24.99.

Prairie Dusty Trails™:  Prairie Dusty Trails™ was sewn from a cowgirl's vest.  She's a rowdy buckaroo who's always ready to gitty up 'n' go!  She loves square dancing, doing rope tricks, and riding off into the sunset.  She has a pet cactus.  Sewn on Aug. 13th (Annie Oakley's Birthday).  Price: $24.99.

Lalaloopsy™ Littles™
Explore the magical world of Lalaloopsy ™ and create mischief in Lalaloopsy Land with Lalaloopsy™ Littles™, the adorable younger siblings of your favorite Lalaloopsy™ characters.  Meet Sprinkle Spice Cookie™ (Crumb's sister) Bundles Snuggle Stuff™ (Mittens Sister) Squirt Lil' Top™ (Peanut's sister) and Specs Reads-A-Lot™ (Bea's Sister). Price: $16.99.

Lalaloopsy™ Sew Magical Mermaid™ Doll
Sewn from a swimmers bathing suit, Coral Sea Shells™ loves to imagine she's a mermaid.  When she does, she changes from her bathing suit into a mermaid tail and her hair changes color under water! Price $29.99.

Mini Lalaloopsy™ Silly Pet Parade™
Put  your Mini Lalaloopsy™  pets on parade with these amazing circus wagons that link together to create the cutest parade in Lalaloopsy Land!  These animated wagons each have their own motion feature. Their design fits their pet's personality and each one includes one pet.  Available Wagons include: Spinning Pretty Wagon™; Sleepy Pets Wagon™; Tea Time Wagon™; Tipsy Sail Boat™.  Price: $6.99 each.

Lalaloopsy™ Soft Dolls
Discover a softer side of Lalaloopsy™. Now your favorite whimsical and magical friends are huggably soft and cute as ever!  Keep them by your side at bed time and hold them tight as you drift off to Lalaloopsy Land!  Price: $14.99.

Like us on Facebook at www.facebook.com/lalaloopsy and visit the colorful 3D world of Lalaloopsy™ at www.lalaloopsy.com   where Lalaloopsy™ magic is everywhere!

About MGA Entertainment, Inc.
MGA Entertainment, a consumer entertainment products company headquartered in Van Nuys, California, manufactures innovative lines of proprietary and licensed products including toys and games, dolls, consumer electronics, home decor, stationery and sporting goods. The MGA family includes award-winning brands such as Little Tikes®, Lalaloopsy™, Bratz®, Moxie Girlz™, BFC, Ink. ™, Rescue Pets® and Zapf Creation®.  For more information please visit: www.mgae.com, www.littletikes.com, www.lalaloopsy.com, www.bratz.com, www.moxiegirlz.com, www.moxieteenz.com, and www.bfcink.com.



SOURCE MGA Entertainment, Inc.

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