Careers at MGA Entertainment

Associate Brand Manager

Requisition ID: 9202126664300_1
Location: Los Angeles, CA, US
Date posted: Jun 06, 2024


MGA Entertainment is one of the largest and fastest growing privately held toy and entertainment companies in the world. Headquartered in Los Angeles, and with offices globally, the company creates innovative, proprietary, and licensed consumer products and entertainment properties, including toys, games, dolls, apparel, consumer electronics, home décor, stationery, sporting goods, movies, and television series. The MGA family includes award-winning brands such as L.O.L. Surprise!™, Little Tikes®, Rainbow High™, Shadow High™, Bratz®, MGA’s Miniverse™, Fluffie Stuffiez™ , Na! Na! Na! Surprise™, Micro Games of America™, Baby born® Surprise and Zapf Creation®. For more information, please visit us at or check us out at LinkedIn, Twitter, Instagram and Facebook. 

The Associate Brand Manager, LOL Surprise! role supports the LOL SURPRISE! Brand Franchise. Originally launched in 2016 as a line of collectible small dolls, the brand has grown into a multi-billion dollar global franchise now encompassing content, mobile gaming, and live shows. The ABM supports the implementation & execution of brand strategies designed to drive sales, consumer engagement, market share growth, franchise revenue growth, and profitability management.  The role works closely with internal support centers of excellence (i.e., Product Development, Packaging, Sales, International) for brand management and agency partners (i.e., Entertainment, Marketing Services, Retail Marketing, Licensing) to deliver against our revenue goals and marketing activation to drive consumer demand.

Position Requirements


  • Bachelor’s degree in related fields (Business Econ, Marketing, Communication, etc)
  • 2 years of brand management, retail buying or marketing agency experience
  • Foundational knowledge of US retail market
  • Kids and/or Family marketing, Toy experience or quick turn fashion experience strongly preferred


  • Motivated by challenges and possesses a sense of curiosity and a can-do attitude
  • Ability to work independently and maintain assigned priorities & deadlines 
  • Attention to detail is key in supporting portfolio of 100+ SKUs 
  • Ability to analyze sales data at a beginner level
  • Builds relationships across the business by supporting cross-functional teams. 
  • Maintains consistent information flow across key departments
  • Ability or willingness to learn to present product lines and business plans to buyers & partners


  • This role reports to a Brand Manager or higher
  • This role may be supported by direct report, Marketing Coordinator or Intern

Key Result Areas and Activities:

Brand Management

  1. Assist with the seasonal brand planning process:
    1. Slot planning 
    2. White space opportunity analysis
    3. Product wave planning
    4. Price point analysis
    5. NPD competitive data analysis
  2. Create & maintain sales materials (price list, wave plans, sell-sheets)
  3. Create & maintain marketing materials (campaign decks, brand sales updates)
  4. Own international market product inquiries, collateral approval, and other day-to-day support needed with International Marketing coordinator
  5. Develop an intimate understanding of the franchise and represent; represent the brand both internally and externally

Consumer & Retail Marketing 

  1. Support leadership in developing & briefing seasonal & annual strategies 
  2. Support leadership in ensuring all tactical executions from above strategies are on-brand and on-strategy
  3. Own delivering assets for e-commerce, catalogs, retailer ads, and concept mock-ups, including A+ pages photos, videos, copy
  4. Support PR event activations 
  5. Ongoing reporting of competitive retail activations 
  6. Own the maintenance and distribution of LOL’s tentpole retail marketing summary 

Category Management 

  1. Assist with the category analysis and become an expert in Girls toy categories; including but not limited to: Collectibles, Plush, Fashion Dolls, Nurturing Dolls, Large Dolls, Activities & DIY, Tween, Trend, Novelty, Fashion, Pre-school
  2. Understand category dominance in retail, e-commerce and creative advertising activations of key competitive set. Manage up snapshot and elevator pitch to management
  3. Assist in aggregating market data from key international regions
  4. Assist in output of monthly and/or quarterly global NPD snapshot

Budget, Retail Sales & Financial Analysis

  1. Assist in analyzing & summarizing weekly (sometimes daily) POS analysis
  2. Demonstrate basic understanding of brand financials: marketing ROI, spend impact (A:S), P&L 
  3. Build compelling cases and competitive analysis based on NPD industry data to make recommendations and dominate competition
  4. Support process to build financial quotas by item as part of new season development, along with insightful data points to justify financial growth targets for Sales, Supply & Demand Planning
  5. Regularly maintain report on brand spend vs budget 

Cross-Functional Team Leadership

  1. Be the central point of contact on all things brand related for cross-functional partners: Sales, Retail Marketing, Supply & Demand, Marketing Services, Entertainment, etc.  
  2. Educate teams (Entertainment, Creative, Digital, Social etc.) on brand information and background that allows them to help create and execute programs that will drive consumer demand
  3. Be a leader and a team player, solution-oriented with forward momentum and a sense of urgency to pull cross-functional players together to deliver on time and on budget


$75,000 – $95,000 /yr