is the latest big player from outside Hollywood to take aim at the content business.
Pixel Zoo will remain in Australia and continue to handle some work for outside clients. Now, however, it will also focus significant resources on developing content to help enliven what Isaac Larian calls “safe mini universes” online and through apps for kids to interact with company’s brands.The elder Larian launched the company in 1979. It went through several iterations before changing its name in 1996 to MGA Entertainment .
MGA has carefully watched the content boom and the merging of streaming platforms with original content, gaming, in-app purchases, e-commerce and immersive experiences in recent years. It was the first toy maker to cut a deal with the popular kid-focused gaming site Roblox to establish an online universe populated by toy brands.