MGA taps Jazwares for Lalaloopsy electronics range - Licensing.biz

MGA taps Jazwares for Lalaloopsy electronics range

Products based on doll property due to hit shelves in the autumn.
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Jazwares is to develop the first line of electronics inspired by MGA Entertainment's doll property, Lalaloopsy.

The deal marks the first foray into the electronics category for the brand, with products set to include headphones, speakers and an alarm clock, plus earbuds, a digital camera and walkie talkies.

Products will launch later on this year. All will feature familiar elements of the brand including stylised patterns and buttons.

"Lalaloopsy has proven successful in the toy realm, and we are overjoyed to have the opportunity to extend the success of the property into electronics," said Laura Zebersky, EVP sales at Jazwares. "The brand is the perfect addition to our roster of licences, and we look forward to creating Lalaloopsy electronics that are as adorable as they are functional."

Casey Collins, EVP global licensing at MGA, added: "We are excited to watch the licence extend into electronics, and knew immediately that Jazwares was the perfect partner."

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