MGA Launches Mirror Mi Fashion Doll Universe
MGA Entertainment is building its newest fashion doll line into something much bigger than a shelf of dolls. The company has launched Mirror Mi, a new entertainment brand centered around six fashion dolls, each representing a different emotion through her personality, style and story. The dolls are already available at major retailers nationwide, while MGA is now expanding the brand through original music, video and a new line of smaller collectible figures.
The six main characters are Blaze Maxx, Amora Valentina, Luna Skye, Akiko Kittyama, Shai Meadows and Suki Goldpetal. Each has a distinct emotional theme. Blaze represents “Electric,” Amora “Love,” Luna “Dreamy,” Akiko “Cozy,” Shai “Sheepish” and Suki “Fragile.” MGA says those emotions influence everything from the characters’ personalities to their fashion and storytelling.
The dolls feature long rooted hair, detailed fashions, 15 points of articulation and collectible accessories. Rather than keeping the characters confined to the toy line, MGA is introducing them as part of a broader connected world built around music, fashion and emotional storytelling.
That next phase has already started with Mirror Mi’s first original single and cinematic music video. The video places the six characters inside an elite performing arts academy, where they pursue creative interests while dealing with friendship, self-expression and change. Their personalities and relationships develop as their emotions and “auras” shift throughout the story.
MGA partnered with London Alley Entertainment on the video, with Grammy-nominated filmmaker Colin Tilley directing. According to the company, it is Tilley’s first doll-based project. MGA says the music video is only the beginning of Mirror Mi’s entertainment plans. The company plans to continue the story through stylized stop-motion films and an animated short-form series later this year, giving the characters an ongoing narrative beyond the physical dolls.
A second collectible format is coming soon as well. Mirror Mi Mini Dolls, called Mini Mis, are scheduled to launch in October. The four-inch figures will not simply be scaled-down versions of the larger fashion dolls. MGA says each Mini Mi will exaggerate a character’s signature emotion into a more stylized collectible design. The Mini Mis are designed to be customized, posed, displayed and carried on the go. Select styles will become available for preorder through the MGAE Shop beginning September 23.
“With Mirror Mi, we set out to create a world as layered and expressive as the fans it was created for,” said Josh Hackbarth, Chief Marketing Officer at MGA Entertainment. “The dolls are the first point of connection, but music and storytelling allow us to reveal so much more about who these characters are and the emotions that shape them. Every look, lyric and storyline uncovers another side of their personalities, giving fans another opportunity to connect and see themselves reflected in these characters.”
The six larger Mirror Mi fashion dolls are already available at major retailers nationwide, while the brand’s debut music video is streaming now on YouTube. Mirror Mi gives MGA another original fashion doll property alongside brands including Bratz, Rainbow High and L.O.L. Surprise!