top of page
  • Writer's pictureFlickplay

Flickplay Teams up with MGA Entertainment to Bring the First Digital Bratz® Dolls to Millions of Fans Through a Multi-Year Agreement

LOS ANGELES (Jan. 9, 2024) - Flickplay and MGA Entertainment are excited to collaborate and explore the future of digital experiences, individuality, and self-expression. The journey begins with the launch of new Bratz® Digital Dolls available to fans as early as Q1 2024 with more dolls to come in future months.

“We are thrilled to partner with MGA Entertainment, creators of Bratz, L.O.L. Surprise!, and Rainbow High. Bratz is not only the No. 1 most followed toy brand on Tik Tok with more than 2.6 million followers, but it also continues to deliver on its commitment to diversity and self-expression with each of its initiatives,” said Pierina Merino, CEO and Founder of Flickplay. “It excites me to infuse these values early into the Flickplay ecosystem. We can’t wait to see millions of fans explore self-expression and social storytelling with their favorite Digital Bratz doll on Flickplay.”

This partnership also represents a major milestone toward extending Flickplay’s use-case of 2-way interoperability as the company works to enable owners of the digital dolls to use them in other blockchain-enabled games and social experiences outside the Flickplay app. This will extend the experience and utility for fans and demonstrate that identity can transcend screens, rooms, and worlds.

“The Bratz brand continues to grow through reissued doll lines, new dolls, top-tier partnerships, and licensed products. Partnering with Flickplay allows us to bring the girls with a passion for fashion into the digital space in a unique and new way,” said MGA Entertainment Founder and CEO Isaac Larian. “We look forward to working with Flickplay to leverage opportunities with our other globally popular brands through this multi-year agreement.”

About Flickplay Inc.

Flickplay Inc. with its Headquarters in Los Angeles is paving the path to become the destination for fans to buy game-ready digital toys, explore self-expression, and discover mini-games & communities to join. Leveraging the platform’s mix-reality commerce & experience discovery ecosystem, Flickplay connects the purchase experience of digital characters to the culture of locations. Redefining social storytelling, and empowering fans to engage with their favorite characters in their everyday experiences.

About MGA Entertainment

MGA Entertainment is one of the largest and fastest growing privately held toy and entertainment companies in the world. Headquartered in Los Angeles with offices globally, the company creates innovative, proprietary, and licensed consumer products and entertainment properties, including toys, games, dolls, apparel, consumer electronics, home décor, stationery, sporting goods, movies, and television series. The MGA family includes award-winning brands such as L.O.L. Surprise!™, Little Tikes®, Rainbow High™, Bratz®, MGA’s Miniverse™, Fluffie Stuffiez™, Na! Na! Na! Surprise™, Micro Games of America™, BABY born®, and Zapf Creation®. For more information, please visit us at or check us out at LinkedIn, Threads, Instagram and Facebook.



bottom of page