MGA Entertainment is expanding its Miniverse line with a new concept that blends music licensing, tactile play, and display into a format built for today’s collectible-driven retail environment.
The company behind L.O.L. Surprise and Little Tikes is rolling out Miniverse Real Music, a line that turns licensed tracks into fully playable mini vinyl records paired with a working miniature turntable.
MGA teamed with Universal Music Group’s Bravado to bring a lineup of globally recognized artists into the mix, including Public Enemy, Blink-182, Britney Spears, Elton John, The Beach Boys, Def Leppard, Amy Winehouse, Imagine Dragons, and Bob Marley. Each blind pack ($11.99) includes four mini vinyl records, a wearable keychain, and a stackable crate designed for shelf presence.
“Miniverse is built on the idea that small can still be extraordinary,” says Josh Hackbarth, Chief Marketing Officer at MGA Entertainment. “With Real Music, we’re taking the emotional power of vinyl and reinventing it in miniature form that’s fully playable, completely unexpected, and redefines what a collectible can actually do. Miniverse Real Music is where classic hits meet next-level innovation. The sound is real, the artists are iconic, and the format is unlike anything the industry has seen before.”
MGA’s Miniverse Real Music Record Player ($21.99) is a functioning mini turntable with speakers and retro styling, designed to play the records straight out of the box. Each set includes a mini vinyl featuring a classical rock remix of Beethoven’s “Symphony No. 5,” compatible with the full collection.
“This collaboration puts some of the biggest hits from our roster of iconic artists onto the tiniest vinyl records imaginable for their most passionate fans to collect and enjoy,” said Matt Young, President and CEO of Bravado. “We have huge hopes for this small but mighty new product line.”
Preorders open April 9, timed with MGA’s forthcoming activation at Coachella. The product is expected to ship in June.
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