The encyclopedia · Advertising & PR · Marketing decision · 2024–2025
MGA fought gift-card Christmas with a shoppable diss track starring The Rizzler
Instead of a toy catalogue, MGA released a music video dissing gift cards—and toys sold out within 24 hours.
MGA Entertainment
the move
In 2024 the National Retail Federation predicted gift cards would overtake toys as America's #1 holiday gift, and MGA—known for Bratz, L.O.L. Surprise! and Little Tikes—was also losing the name-recognition war to Lego, Hasbro and Mattel. Playing it safe with another catalogue was not an option.
VIRTUE Worldwide turned the toy catalogue into 'MGA Presents: Diss-mas', a diss track against impersonal gifting fronted by seven-year-old viral rapper The Rizzler. The high-energy, fully shoppable music video premiered on YouTube with direct product links via YouTube's shopping program.
Within 24 hours the video went viral: inventory sold out, and remixes, memes and even a meme coin followed. The campaign earned over 7 million views, more than 600 media placements, and double-digit sales growth across MGA's portfolio, with a 9% lift in single-day sales.
why it works
- A diss track gave kids a reason to campaign for toys
- Shoppable links turned a music video into a checkout
- The Rizzler gave the message authentic kid energy
- Viral remixes kept the ad alive past its launch day
what transfers
When the category's ritual (the catalogue) is losing, don't improve the ritual—replace it with the format your audience already loves, and make it shoppable in the same breath.
what came after
Diss-Mas won a Wood Pencil at D&AD 2025 and recognition at The One Show 2025, and MGA repeated the formula with the spring 'EGG$$$' campaign. It marked the toy maker's shift from house of brands to masterbrand with cultural credibility.
references
- MGA Entertainment Teams Up with The Rizzler for Diss-Mas Video
- The Rizzler Teams up with MGA Entertainment for 'MGA Presents: Diss-mas'
- Meet the Toy Brand Offering a Fresh Lens Into What Kids Actually Care About
- Diss-Mas
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