MGA Entertainment has teamed up with TikTok sensation The Rizzler to create a new kind of gift guide for parents this holiday season.
“MGA Presents: Diss-mas” is a gift card shopping holiday diss track created by VIRTUE Worldwide and Pulse Films and directed by Zac Dov Wiesel.
“Gift guides are everywhere. At MGA, we wanted to take the classic gift guide and reimagine it in a really fun, unprecedented way,” said Josh Hackbarth, chief marketing officer, MGA Entertainment. “We are proud to launch a new purchasable music video diss track that revolutionizes the toy industry and immortalizes over 50 of our top holiday toys. Carefully conceived by VIRTUE, this campaign elevates the level of creative play brought to the MGA , from the avant-garde Bratz Pack in 2001 to the global unboxing game LOL Surprise! “From the song in 2016 to the toy company’s first-ever diss song in 2024. It’s the perfect combination of pop culture swagger and kid’s joy. Fusion.”
Inspired by rap videos, the video takes place in a mansion with a garage filled with Little Tikes Cozy Couples, a gallery of Rainbow High dolls, and more.
“MGA’s willingness to take creative risks and adapt to a fast-paced, ever-evolving cultural landscape makes them incredible collaborators for this event,” said VIRTUE Co-President Kerry Tucker. “At VIRTUE, we pride ourselves on delivering bold ideas that cut through the noise and resonate deeply with audiences of all ages. This partnership with MGA is perfect, allowing us to deliver innovative products that are as fun as the toys themselves. and innovative campaigns to push the boundaries of traditional toy marketing.
Parents can purchase the toys featured in the videos using YouTube’s shopping program, which provides clickable links to the products when they appear on screen.
