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Kidscreen » Archive » MGA is preparing a new brand and series of grayscale dolls

Los Angeles-based Toyco MGA Entertainment is putting a black spin on dolls with the launch of its new Shadow High line. These six grayscale figures are available for pre-order now and will launch on April 25.

The Shadow High brand builds on the success of MGA’s similar Rainbow High range, which features high school fashion and art students who fully identify with one color of the rainbow, sporting bold ensembles assorted. Rainbow High launched in 2020 and was the doll property with the highest sales increase in Europe the following year, according to analyst firm NPD Group.

The dolls are aimed at ages 6-12 and come with a variety of accessories that can be mixed and matched.

MGA showcases its Shadow High characters in the third season of the animated series Rainbow High on the brand’s YouTube channel (474,000 subscribers) which premiered on April 1.

The new brand of black-and-white dolls is also getting its own animated series, but details on the format and release date have yet to be announced. The storylines will center on the students of Shadow High – who are tired of Rainbow High getting all the attention – as they work to help their art school emerge from the shadow of its closest rival.

Doll sales have really taken off during the pandemic. In the first half of 2021, doll sales saw a 10% increase in global sales, according to the NPD Group. And MGA competitor Mattel saw gross billings from its doll business rise 22% to $2.29 billion in 2021.