This is what happens when you come for toys!
In 2024, the National Retail Federation predicted gift cards would dethrone toys as the #1 holiday gift-but MGA Entertainment wasn't about to let that slide. Already battling for name recognition against heavyweights like Lego, Hasbro, and Mattel, MGA knew they couldn't play it safe. So, they did what any mogul would do -they turned a holiday staple into a cultural moment and reinvented the toy catalog as the ultimate flex—a diss track.
They brought in viral kid rapper The Rizzler, a 7-year-old with the charisma to light up any room, to front the high-energy, shoppable music video. The track premiered on YouTube and quickly dominated streaming platforms like it was born to go viral. Within 24 hours, the campaign blew up-selling out inventory, flooding social media with remixes, memes, and even inspiring a crypto coin. In the end, MGA not only claimed the toy crown but also made sure everyone knew their name once and for all.
Impact
Results
Double digit sales growth across entire MGA Portfolio 9% lift in single day sales
Silver
Social & Creator
Bronze
Film Craft – Original Music
Merit
Commerce / Cultural Experience
Wood
Commerce / Entertainment
AICP Next
Influencer
Gold
2Bronze
Content, Retail & Digital Commerce
Most Effective Holiday Campaign (2024)
“A direct correlation between his rap and the sales”
“A seismic change in toy advertising”
