The Challenge

In 2022, “outdoor and sports toys” sales stood out in the toy category, whereas dolls saw its biggest annual decline of sales in years.* This created a challenge for MGA Entertainment, since not only are dolls the majority of MGA’s business, but the company had recently launched two new lines of dolls: a colorful line called “Rainbow High™” and a greyscale counterpart called “Shadow High™.”

MGA sought out SuperAwesome as a strategic, kid-safe partner who could build excitement, awareness, and sales for Rainbow High’s Rainbow Vision animated series and doll collection. The idea? Encourage girls between 6-13 to recreate an elite music competition and let their talents shine.

*According to MGA’s internal benchmark and sales lift data.