MGA Entertainment, a global leader in toys and entertainment, is breaking away from traditional Easter gifting norms with its bold new campaign, MGA Presents: EGG$$$$$. The campaign, launched today, features a high-energy diss track and music video that’s sure to turn heads, as it brings a fresh twist to springtime shopping. Created in collaboration with top TikTok talent, Nova Starr, and acclaimed music video director Daniel Iglesias Jr., the project introduces the world’s second-ever shoppable music video for toys.
With egg prices skyrocketing across the US – set to increase by 57.6% in 2025, according to the US Department of Agriculture – MGA Entertainment has decided to challenge the typical Easter tradition of dyeing eggs. Instead, it’s giving kids a voice and making it clear that what they really want for Easter are toys, and they want them at an affordable price.
Set in a grand mansion with lush gardens, EGG$$$$$ has all the classic hallmarks of a rap video: backup dancers, a pink sports car, and luxurious interiors. But it’s not just about the opulence; the video is filled with toys from popular MGA brands, including L.O.L. Surprise!, MGA’s Miniverse, Moj Moj, and more. These toys come in egg-shaped capsules perfect for Easter egg hunts and can be purchased directly from the video. Despite the lavish feel of the campaign, MGA emphasizes that seasonal toys don’t have to come with a hefty price tag, with many items priced under $10.
Josh Hackbarth, Chief Marketing Officer at MGA Entertainment, expressed excitement about the campaign: "We’re thrilled to bring back our innovative gift guide campaign for Easter this year, turning up the volume with an all-new rap and shoppable music video. MGA Presents: EGG$$$$$ represents our commitment to giving kids a voice to share what they really want for the holidays. It’s a fresh, engaging way to inspire families to rethink their Easter and spring holiday traditions, and we can’t wait for everyone to experience the fun!"
This new campaign follows the success of MGA's previous MGA Presents: Dissmas campaign, which debuted in December 2024. That campaign, centered around a holiday diss track targeting gift cards, was the first-ever shoppable music video for toys and highlighted the dominance of toys over the traditional holiday wish list.
To bring this new iteration of MGA Presents to life, MGA once again partnered with VIRTUE Worldwide, the creative agency known for their culture-first marketing, and Pulse Films, an award-winning production and talent management company. This collaboration is a testament to MGA’s commitment to pushing boundaries and giving kids the voice they deserve in holiday shopping decisions.
“At VIRTUE, we’re all about providing fresh ideas that connect brands with their audiences in unexpected ways,” said Kerry Tucker, co-president of VIRTUE. “That’s why we’re so excited to partner with MGA again to disrupt the norm of toy marketing with this catchy, vibrant, shoppable music video campaign. MGA’s focus on innovation in all they do redefines how toys are marketed and purchased, proving that Easter gifting can be just as fun as the toys themselves!”
MGA Presents: EGG$$$$$ is fully integrated with YouTube’s Shopping Program, enabling viewers to shop directly from the music video. By clicking on products as they appear on screen, viewers can instantly add them to their cart. The video features a range of toys from MGA’s popular brands such as L.O.L. Surprise!, Bratz, Little Tikes, MGA’s Miniverse, Moj Moj, Yummiland, and Wonder Factory.
This campaign represents MGA’s commitment to staying at the forefront of culture and innovation, blending cutting-edge marketing, top talent, and high-quality production to engage with Easter and spring holiday shoppers in new and exciting ways.
