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Article: MGA Entertainment: Opinion Putting entertainment into toy making.
- Article from:
- Brand Strategy
- Article date:
- April 10, 2006
CopyrightCOPYRIGHT 2006 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Isaac Larian, president of MGA Entertainment, creator of the Bratz brand, says the toy industry should be about entertainment rather than products
I want to write a farewell note to my old friend: the toy business. It certainly gave me a lot of fun times, especially early on in my career of creating toys. But when I look at kids today and how they play, I see that we need to be in the broader realm of the kids' entertainment business or we'll face extinction in a few years.
It's not that I believe all the rumours that kids are growing older faster and no longer want their dolls, walkie-talkies or remote- controlled cars. Kids will always play with ...