Sr. Manager, Franchise
CA EMPLOYEE PRIVACY RIGHTS: https://www.mgae.com/ca-employee-privacy-rights
MGA Entertainment is on a mission to inspire imagination and creativity through innovative toys, entertainment, and experiences that transform play into limitless possibilities. As the largest privately held toy and entertainment company in the U.S., MGA is a global leader in designing and delivering world-class consumer products that spark wonder and drive play forward. Headquartered in Los Angeles with offices worldwide, MGA’s portfolio spans a dynamic range of original and licensed brands — from toys, dolls, games, and electronics to fashion, home décor, and entertainment content including hit movies and TV series. The company is recognized for its bold approach to storytelling, trendsetting design, and deep commitment to quality. The award-winning MGA family includes fan-favorite brands such as L.O.L. Surprise!™, Little Tikes®, Rainbow High™, Bratz®, MGA’s Miniverse™, Yummiland™, CarTuned™, Wonder Factory™, BABY born®, and Zapf Creation®. To learn more, visit www.mgae.com and follow MGA on LinkedIn, TikTok, Instagram and Facebook.
Role Overview:
The Senior Manager, Franchise will lead the development and evolution of MGA’s intellectual properties across a portfolio of brands. This role is responsible for defining the long-term brand storyworlds, franchise architecture, and strategic identity across multiple IPs—ensuring each brand maintains a distinct voice while aligning with MGA’s broader business goals.
You’ll collaborate cross-functionally to craft the future of these franchises across product, content, experiences, and licensing—while also embracing emerging technologies, including AI tools, to drive efficiency, creative inspiration, and strategic insight.
Key Responsibilities:
Franchise Strategy & Storyworld Development
• Lead brand positioning and narrative development across multiple IPs—crafting franchise bibles, character guides, and story arcs that evolve over time.
• Maintain and enforce franchise guardrails across content, product, and marketing to ensure brand integrity and creative cohesion.
• Collaborate with internal creative teams, writers, and production partners to expand worldbuilding and character development that connects across product lines and platforms.
Brand Expansion & IP Stewardship
• Identify whitespace opportunities and brand-right extensions across consumer products, entertainment, digital, and live experiences.
• Partner with Licensing, Product, and Retail teams to adapt and scale franchise stories globally, tailoring them to regional market needs.
• Serve as a strategic advisor for external partnerships, talent collaborations, and entertainment deals to ensure consistency with franchise identity.
Cross-Functional Collaboration
• Work closely with Creative, Media, and Marketing Activation teams to guide storytelling within campaigns, packaging, digital content, and owned media.
• Partner with Planning, Product, and Retail Marketing teams to ensure that narrative and character elements inform product development and seasonal strategy.
• Collaborate with international teams to create and adapt franchise toolkits and shareable materials that support global execution.
Innovation & AI Enablement
• Proactively explore and implement AI tools and platforms (e.g., for content generation, brand development, audience insights, productivity) to enhance storytelling and franchise management workflows.
• Stay up-to-date on trends in entertainment, consumer engagement, and emerging technologies that influence youth culture and fandom.
Qualifications:
• 6–8 years of experience in franchise management, brand development, storytelling strategy, or narrative IP oversight—ideally in toys, entertainment, gaming, or consumer products.
• Proven ability to manage multiple brands or IPs simultaneously while maintaining strategic clarity and executional excellence.
• Strong background in storytelling, worldbuilding, or transmedia strategy with an ability to write, edit, and communicate narrative documents effectively.
• Experience working across Creative, Product, and Licensing teams with comfort presenting to senior stakeholders and external partners.
• Passion for emerging technology, with a curiosity and openness to learning how AI can enhance brand-building and storytelling.
Additional Qualifications:
• Background in content development, writing, or production for kids/family brands.
• Experience with global marketing or international brand rollouts.
• Familiarity with platforms like YouTube, Roblox, TikTok, or digital publishing tools.
Salary:
$130,000.00 – $150,000.00 /year