MGA Entertainment Licenses Worldwide Multi-Platform Videogame Rights for the Lalaloopsy Brand to Activision Publishing

MGA Entertainment, the innovative toy company behind the highly successful line of Lalaloopsy™ collectible dolls, has granted Activision® Publishing, Inc. ATVI the exclusive worldwide rights to develop, manufacture and distribute videogames based on the Lalaloopsy™ brand and characters. The agreement covers entertainment software products across multiple platforms such as handheld, console and connected platforms, as well as PC and mobile devices. The new Lalaloopsy™ videogames are expected to debut holiday of 2011. "We are very excited to partner with Activision whose videogame titles continue to break sales records," said Isaac Larian, CEO, MGA Entertainment . "They truly understand how to convert hot toy properties and have successfully translated the highly collectible nature of the brand into an interactive gaming experience that kids and their parents will love!"