Toy Industry Shake-Up: MGA Fast-Tracks Manufacturing Shift Away from China

With rising tariffs squeezing margins, major toy makers like MGA and Mattel are rapidly diversifying production—and price hikes may be coming soon.

The U.S. toy industry is undergoing a major transformation as manufacturers race to shift production away from China. Leading this charge is MGA Entertainment, the company behind Bratz and L.O.L. Surprise! dolls, which is accelerating its relocation efforts in response to mounting tariffs. The California-based toy giant now plans to move 40% of its manufacturing to India, Vietnam, and Indonesia within the next six months - a significant jump from its current 10-15%.