New brand of soft dolls and e-books to debut in the US in August.

MGA Entertainment unveils Mooshka

MGA Entertainment is further expanding its US portfolio, with the introduction of Mooshka – a new entertainment and toy brand.

The property combines soft dolls with an array of animated e-books. They will debut in the US in August.

Included in the Mooshka family are the Mooshka Girls, Mooshka Tots and Mooshka: Sing Around the Rosie collections. Each doll has her own personality, birthday and fashions. They come in shoe-box style packaging.

The flagship Mooshka Girls include six characters, each of which come with a string of paper dolls and a finger puppet dolly. Mooshka Tots, meanwhile, are hand-holding little sisters, while the Mooshka: Sing Around the Rosie dolls sing when their hands are held.

The companion e-book apps will be available for free on the App Store.

MGA will introdice Mooshka will an autumn TV campaign, a dedicated website, licensing programme and PR push.

Licensees already on board include Franco Manufacturing (bedding, throws, beach towels, etc) and Thermos (lunch kits, etc).

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