MGA Entertainment expands Mirror Mi brand into entertainment ecosystem

MGA Entertainment has launched Mirror Mi, a new fashion doll brand designed as an integrated entertainment ecosystem. The brand features six emotion-inspired characters: Blaze Maxx, Amora Valentina, Luna Skye, Akiko Kittyama, Shai Meadows, and Suki Goldpetal.

To expand the brand beyond physical toys, MGA released the first original single, ‘Reflections,’ accompanied by a cinematic music video directed by Colin Tilley in partnership with London Alley Entertainment. The company plans to further develop the Mirror Mi universe through upcoming stop-motion films and an animated short-form series.

While the core fashion dolls are currently available at major retailers, MGA intends to introduce four-inch Mini Mi collectibles in October to provide additional consumer touchpoints and price points.