# MGA Entertainment: Isaac Larian

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2024-03-25
- Length: 1h 14m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2024-03-25-mga-entertainment-isaac-larian

## Summary

Isaac Larian, founder and CEO of MGA Entertainment, recounts building the company from a gray market electronics importer to a toy giant, highlighting the creation of the Bratz dolls and the subsequent decade-long legal battle with Mattel. He explains how he pivoted from Nintendo Game Watch failures to licensing deals and eventually to proprietary IP, using strategies like selling on FOB terms to mitigate inventory risk. Larian details the design philosophy behind Bratz and LOL Surprise, emphasizing the importance of listening to children and leveraging unboxing trends, while discussing the emotional toll of the litigation and his ongoing commitment to fighting for his company's success.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-03-25-mga-entertainment-isaac-larian#t=0) Introduction: Isaac Larian and MGA Entertainment
- [5:20](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-03-25-mga-entertainment-isaac-larian#t=320) Early Life in Iran and Immigration to the US
- [14:28](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-03-25-mga-entertainment-isaac-larian#t=868) Building ABC International and Gray Market Electronics
- [22:42](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-03-25-mga-entertainment-isaac-larian#t=1362) Nintendo Game Watch Success and Failure
- [32:54](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-03-25-mga-entertainment-isaac-larian#t=1974) Pivoting to Dolls: Bouncy Baby and Bratz
- [44:09](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-03-25-mga-entertainment-isaac-larian#t=2649) Designing Bratz and Launching with Walmart
- [54:14](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-03-25-mga-entertainment-isaac-larian#t=3254) The Legal Battle with Mattel and Injunction
- [1:07:14](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-03-25-mga-entertainment-isaac-larian#t=4034) Creating LOL Surprise and Future of MGA

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Intellectual property](https://hardwarepodcasts.com/topic/intellectual-property)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

companies scaling up

## Mentioned

- MGA Entertainment (company)
- Bratz (product)
- Mattel (company)
- Barbie (product)
- LOL Surprise (product)
- Nintendo (company)
- Game Watch (product)
- Walmart (company)
- Toys R Us (company)
- Carter Bryant (other)

## Related episodes from other shows

- [Product Design with Simone Giertz](https://hardwarepodcasts.com/podcast/the-amp-hour/2022-06-07-product-design-with-simone-giertz) (The Amp Hour)
- [25: Q&A](https://hardwarepodcasts.com/podcast/thoroughly-considered/2017-03-30-25-q-a) (Thoroughly Considered)
- [115: How to Successfully Design & Launch a Toy Invention](https://hardwarepodcasts.com/podcast/product-startup/2022-02-23-115-how-to-successfully-design-launch-a-toy-invention) (Product Startup)
- [Ep 3 -The Hardware Story of Miko Robotics w/ Sneh | Building Conversational learning Robots for Kids](https://hardwarepodcasts.com/podcast/the-hardware-story/2025-01-15-ep-3-the-hardware-story-of-miko-robotics-w-sneh-building-conversational-learning) (The Hardware Story)
- [36: Drive the Boat with a Wii Mote](https://hardwarepodcasts.com/podcast/embedded-fm/2014-01-22-36-drive-the-boat-with-a-wii-mote) (Embedded.fm)

## Citing this page

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