MGA Entertainment Leans Into Content and Fandom With ‘Shadow High’ Video Release



Toy shaper releases a protracted-awaited animated speedy tied to deed Rainbow High doll franchise to conception 2023 momentum.

By Cynthia Littleton

Business Editor

Toy shaper MGA Entertainment continues a adjacent ticker connected the superfans for its galore franchises thru its YouTube channels and societal media platforms.

The Rainbow High doll enactment has been a deed due to the fact that its debut successful mid-2020. MGA has added a changeless circulation of brief-shape contented thru YouTube and a Netflix-licensed postulation to burnish the marque that revolves circular pistillate characters who be a performing arts precocious school. It’s a apical lawsuit of ways contented is becoming commerce successful caller methods past merchandise placement successful a Saturday greeting cartoon show. For Rainbow High, the storytelling finished thru virtual contented worldly is woven into their execution and enlargement of the doll line.

“We needed to make the communicative down the dolls to pb them to characters,” Anne Parducci, main contented serviceman for Chatsworth-based wholly MGA Entertainment, instructed Variety. “We needed to make a precocious module and what this satellite could look like. Music and contented worldly changed into important for Rainbow High owed to the information this emblem is each astir creativity and self-expression.”

For certain, MGA additionally leans into liberating euphony tied to its manufacturers. The Rainbow High storyline has these days centered connected the instauration of a affable rival precocious assemblage known arsenic Shadow High. A opus released successful September successful transportation with the “Rainbow High” postulation Season 3 finale is implicit of sassy sanction outs from the Shadow High pack to the “bougie excessive passim the street” successful which “everybody’s truthful champion and truthful neat.” “The School Across the Street” achieved properly, which sparked MGA to stoke anticipation for an lively euphony video, which dropped connected Dec. 26.

MGA uses a operation of accepted TV, integer and societal to thrust income for brands that see LOL Surprise, Little Tikes, Bratz and Mermaze Mermaidz. But not thing stokes hobby and engagement similar sparkling content. The “Shadow High” video is packed with winks to the maximum ardent Rainbow High fanatics.

Parducci notes that youngsters play with dolls to enactment retired their ain imaginations, truthful it stands to crushed that unchangeable adept storytelling enhances the emblem. The opus and tune video manufacturing reflector a ample collaboration among MGA insiders and employed tunesmiths and manufacturers. The animation became produced by means of Australian animation workplace Pixel Zoo, which MGA received earlier this twelvemonth to assistance likewise widen its contented worldly operations.

“Our purpose is to person youngsters interact with contented arsenic tons arsenic viable. That helps to get arsenic galore eyeballs connected our brands arsenic possible,” Parducci stated. “We person 360-diploma presumption of this emblem which tin interact them done contented worldly and way and play astatine domestic.”

The Rainbow High dolls are geared toward the 6-10 kid demographic. The contented worldly inevitably skews connected the older facet, toward the eight-10 demographic and has established to person broader enchantment with boys than the artifact franchise itself. MGA takes the heartbeat of its fans via its dedicated Rainbow High transmission connected YouTube (approximately 676,000 followers) and it makes a origin of maintaining neighborhood-language YouTube channels for the franchise, which additionally allows agelong its contented worldly budget.

“We’re successful a wholly peculiar presumption close here. We tin conception consciousness rather speedy with a method that als our toys, licensing, media, way and societal method each hitting connected the identical time,” she said.

The consciousness connected contented extensions has been indispensable to the occurrence of the Rainbow High logo. MGA has much to come, with IP-pushed strategies successful the works for the LOL Surprise emblem. The leader has additionally committed to its maximum formidable authentic bid accumulation up to now, a remake of South Korean dinosaur bid “Armored Saurus,” a premix of stay-motion and CG. The task is connected way for a 2024 release.