MGA Entertainment is a top-tier children's toy manufacturer and entertainment producer best known for its Bratz™ fashion doll line, MyePets™, and L.O.L. Surprise!™ MGA also owns Little Tikes™ preschool products brand.
Be-Bratz Virtual World
Executive Producer, Copywriter
Executive Producer, Copywriter
MGA product stakeholders ask for a "virtual reality" experience for pre-teen girls — a physical product line syncing to an immersive online experience. The timeframe, from concept to launch, was six months, with an initial budget of $2.3M cut down to $1.0M and included a television advertising campaign.
All copy site-wide was COPPA and CARU compliant
Member dashboard (customizable)
Member profile
Safe chat app
My EPets Virtual World
Executive Producer, Copywriter
Following the success of Be-Bratz, MGA's plush product group requested a similar "virtual reality" toy-meets-web experience. This brand's "twist" was a Tamagotchi-like nurture play pattern. Our team created a club environment (same safety measures as Be-Bratz) with an added 3D isometric "virtual playground."
MyePets.com propelled its hard product cousin to a #1 sales position in company history, a remarkable achievement in its first season on the shelf.
Each "kiosk" in the MyePets world featured ways to nurture, grow, and motivate a player's chosen pet/avatar.
The nurturing element of play inside a "virtual playground" inspired repeat engagement and wishlist entries for new hard product gifts.
Promoted pet adoption in a COPPA and CARU compliant experience.
Additional Projects
Executive Producer, Copywriter
Bratz.com
MyEPets packaging
Lil' Angelz
