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MGA Entertainment, Dentsu Partner for ‘Pui Pui Molcar’ Toy Line

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The new MGA toy line will feature the Japanese series’ unique human-powered guinea pig vehicles.

U.S. toy company, MGA Entertainment, has announced a long-term agreement with Dentsu for the master consumer products licensing rights to “Pui Pui Molcar,” a Japanese stop-motion, short anime series produced by director Tomoki Misato.  

After 42 years of creating, designing and producing toys, MGA will partner for the first time with a Japanese brand to develop a line of Molcar toys that will launch in the summer.  

The latest new Japanese IP to release this year, Molcar is an anime series that airs on YouTube, TV Tokyo and Netflix. Shown in Japan, Europe and North America, the episodes detail the adventures of guinea pig characters who have been transformed into vehicles powered by human drivers. The new line of toys will continue to captivate kids and millennial adults worldwide with fantastical elements perfect for immersive play or collecting.  

"MGA Entertainment is proud to partner with Dentsu and bring innovation, digital dominance, world class performance and distribution to this collaboration,” says Isaac Larian, chief executive officer, founder, MGA. “Every property MGA has launched has been an uber success – and Molcar will be too." 

In addition to its core Molcar toy line, MGA will develop a robust and unique licensing program featuring best-in-class industry leaders across home, apparel and accessories, electronics and gaming. Both the Molcar toy and licensed products are slated to be sold at all major retailers in summer 2022. 

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