EXCLUSIVE: All3Media’s social media agency Little Dot Studios has renewed a strategic pact with toyco MGA Entertainment.

The expanded multi-year deal builds on a relationship established in 2021, which is based around growing MGA’s global brand portfolio on digital platforms and increasing community engagement.

Under the renewed agreement, Little Dot will continue as the specialist agency for MGA brands such as as Bratz, L.O.L. Surprise!, Rainbow High and Baby Born. The contract covers end-to-end YouTube channel management, and includes paid audience development and production of platform-native content ranging from compilations and clips to YouTube Shorts.

The partnership comes ahead of several MGA milestones, including the 25th anniversary of Bratz and the tenth anniversary of L.O.L. Surprise!.

Ben Arnold, Co-Managing Director, Little Dot Studios U.S., said: “This renewed agreement reflects a shared ambition to position MGA’s brands at the forefront of digital engagement. By combining smart, data-led planning with creative storytelling, we’ll continue to grow audiences, build stronger connections with fans and deliver long-term value across the portfolio.”

Over the course of the partnership to date, Little Dot Studios has used proprietary data and insights to build out MGA’s YouTube ecosystem.

The news comes six months after Little Dot hired Arnold and Charles Wideska to lead Little Dot Studios US, the American arm of the All3Media-backed social media agency, production house and channel operator. A host of promotions in Germany and the UK accompanied the hires.