As the ongoing saga of Toys "R" Us continues, there is some news to report. The biggest piece is one I'm a day late on sharing, but an important one nonetheless. After word hit yesterday that Isaac Larian, CEO of MGA Entertainment, Inc. had placed his formal bid for a piece of Toys "R" Us, many reported the news - some with conflicting numbers. This morning I received an official statement from Larian's team confirming and detailing the bid and what it entails. The formal bid of $675 million has been placed to buy the U.S stores, while $215 million has been offered to buy the Toys"R"Us stores in Canada. The funds to purchase both the U.S. and Canadian stores will come from Larian's own coffers, additional investors and bank financing. Bid amounts were determined after careful due diligence by Larian, speaking with multiple investors and 3rd party experts.
Last month, MGA Entertainment's Isaac Larian made headlines when he and "various investor associates" launched a GoFundMe campaign asking the public to help save Toys "R" Us. The lofty $1B goal was primed with $200M in the hopper, and while it's only pulled in $56K from the public thus far - that's still an impressive number. The reality is that Larian never really intended to save the company via crowdfunding, a fact that he noted on Twitter last week and backed-up in an interview with the L.A. Times. The real goal is to involve the public in helping to save Toys "R" Us and the American jobs that it supports by getting the cause in front of those with deep enough pockets to pull it off. It's no secret that I believe that the company could live on, and now the movement to #SaveToysRUs has a video. Shot at the Woodland Hills, California Toys "R" Us location, the clip features customers, store associates and even Isaac himself as they show the importance of America's last big toy store. Take a look...
Will you help to #SaveToysRUs? No matter what your take on it, most will agree that the saga of Toys "R" Us is nothing short of historic. With each new day, new information comes forth, and much of it is absolutely unprecedented. Today brings a new chapter as Isaac Larian, CEO of MGA Entertainment, Inc. (MGAE), one of the world's leading privately held toy and entertainment companies and the folks behind favorites like L.O.L. Surprise!, Little Tikes, Project Mc2, Num Noms and more has announced a GoFundMe campaign aimed at saving the iconic toy retailer Toys"R"Us. A crowdfunding effort to save a retailer is a unique proposition for sure, and Larian and various investor associates have already given the campaign a jump-start with personal contributions over $200 million toward a lofty $1 billion goal, which would be used in the formulation of a bid to acquire all or some Toys"R"Us assets through the bankruptcy process. This is a separate endeavor from the previously-reported bid that Larian and his group placed toward the operations of Toys "R" Us Canada. If you're interested in getting involved, I'm sharing the full details on the campaign here on The Rock Father™ Magazine, as provided this morning via press release from Larian.
MGA Entertainment entered 2018 on a massive high, riding a wave of success fueled by their hit L.O.L. Surprise! line. As much as I champion gender-free play (let kids play with what they want!), the "surprise" toy market has largely skewed toward girls, and this is something that I've seen first-hand. Having already jumped into the action-aisle with their Awesome Little Green Men, MGA now has a "surprise" for that crowd as well with the release of Crate Creatures Surprise! I was initially contacted about checking these out just before Christmas but didn't have time to take a look until after the holiday rush - which is fine since the availability is better now. This new collection of interactive figures brings the "unboxing" experience to life in a way that can be repeated again and again. Check out the video below, along with some detailed thoughts on this new line...
This morning, MGA Entertainment (MGAE) announced that they're launching the world's first-ever unboxing video booth as they celebrate the official release of L.O.L. Surprise! Big Surprise on September 29 in Hollywood, CA. They've also announced that on the same date they will launch "Unboxed," which they tout as "a new digital content series that gives fans a behind the scenes look at its most popular brands." Coincidentally, UNBOXED is also the name of a digital content series here on THE ROCK FATHER™ Magazine, one that's been running since 2015 (see 55 episodes of UNBOXED on YouTube), featuring toys from a variety of makers, including MGA Entertainment.
The Rock Father™ is a member of the Netflix #StreamTeam
I was just thinking about how it's been over two years since The Rock Daughters™ and I filmed a video doing some in-home science experiments timed with the debut of Project Mc2 - an Emmy-nominated Netflix Original Series from MGA Entertainment. Time certainly does fly, and that's made clear by what hit my inbox this evening - news that Project Mc2 Part 5 is coming to Netflix on September 15, and that the cast and crew recently threw-down at The London Hotel in West Hollywood, California to unveil the new season alongside some of this fall's new additions to the growing toy line.