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Sony Music UK children’s label Magic Star inks global music partnership with toy company MGA Entertainment – Music Business Worldwide

Magic Star, Sony Music UK’s children’s leisure label, has signed an unique worldwide music partnership with Los Angeles-based toy company MGA Entertainment.


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Magic Star will work with Sony Music Entertainment’s (SME) file labels in additional than 40 markets world wide together with Columbia Records’ Jam Jr to launch new music that may assist the global toy model, LOL Surprise.

Magic Star will create and produce music to assist LOL Surprise product strains and future advertising initiatives.

In March, LOL Surprise and Magic Star will assist the debut of the subsequent single I’m a Queen, supported by a music video that includes LOL Surprise animated characters and a lyric video.

Magic Star and MGAE kicked off the partnership in September 2020 with the debut of the LOL Surprise REMIX album, that includes new and authentic tracks to assist the model’s REMIX toy line – the primary collection of LOL Surprise dolls that centered on music.

Content supporting the launch included a number of lyric movies and animated music movies. As of at this time, the album and music movies have amassed greater than 18 million streams and 100m YouTube views.

Magic Star was launched by Sony Music UK in October 2019, beneath the management of Will Speer, to signal, develop and market artists and branded initiatives to household leisure audiences.

“We are excited to bring this partnership and MGA Entertainment’s products to young global audiences.”

Will Speer, Sony Music UK

Will Speer, Head of Magic Star, Sony Music UK, stated: “Music plays such an important role in children’s lives from an early age.

“We are excited to bring this partnership and MGA Entertainment’s products to young global audiences.

“Music transcends borders and allows our fans to engage with the brand in a new and exciting way.”

Sandrine de Raspide,  MGAE

“Music transcends borders and allows our fans to engage with the brand in a new and exciting way,” stated Sandrine de Raspide, General Manager International and Licensing at MGAE.

“This new partnership with Magic Star, complemented by Sony Music’s deep marketing reach around the world and LOL Surprise fans, positions the brand for chart topping success.”

 Music Business Worldwide

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