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It’s Isaac Larian’s 43rd Christmas In The Toy Business. Here’s What He’s Betting On This Year
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It’s Isaac Larian’s 43rd Christmas In The Toy Business. Here’s What He’s Betting On This Year

MGA Entertainment Miniverse toys MGA Entertainment Toy executive Isaac Larian has made a fortune in the toy business over the past four decades by knowing what kids want to play with. Now, his job also requires him to know what grownup kids want to play with. The founder and CEO of MGA Entertainment says “kidulting” - the trend of adults driving demand for certain toys - is one of the key reasons he expects his 43rd Christmas in toys to be a good one for his company. Larian, who started his first toy company in 1979, has seen the industry change from the days when holiday toy sales depended on TV commercials that had to be planned a year in advance of Christmas, to today, when toy launches get announced on TikTok and the right viral video can turn a toy into a bestseller within hour...