MGA Entertainment’s Josh Hackbarth on Building Toy Brands for the Modern Consumer

In this episode of BRAVE COMMERCE, Josh Hackbarth, Chief Marketing Officer at MGA Entertainment, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss the evolution of the toy industry and how MGA is redefining how consumers engage with its brands.

Josh explains why building emotional connections is now just as important as product innovation and how MGA is adapting to cultural trends, digital engagement, and retail media shifts. With iconic brands like Bratz, Little Tikes, LOL Surprise, and Miniverse, MGA is tapping into nostalgia, social media virality, and the rise of adult collectors to expand its audience beyond kids and parents. For marketers navigating rapidly changing consumer behaviors, this episode explores how to blend entertainment, retail, and social influence to drive brand longevity and sales.

Key Takeaways

• Brand Building is Bigger than Products – Emotional connections drive demand and long-term success.
• Retail and Social Must Work Together – Cultural moments and influencer engagement fuel conversion.
• Consumer Behavior is Changing Fast – Nostalgia, adult collectors, and digital communities are reshaping the toy industry.

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