With prices of eggs skyrocketing across the US this year – predicted to increase by 57.6% in 2025 (according to U.S. Department of Agriculture) – kids want their parents and guardians to know that they don’t want to dye Easter eggs this year. They want toys from MGA Entertainment instead. And it is housing that message with partner, Virtue, in a wild, kid-magnet shoppable music video produced by Pulse Films, production and talent management company that’s part of VICE Media.

MGA Presents: EGG$$$$ features seven-year-old TikTok sensation and rapper, Nova Starr, and has all the cool rap video trappings – a grandiose mansion with vast gardens, backup dancers, a pink sports car, and luxurious interiors…

…plus an overload of toys from MGA brands – including L.O.L. Surprise!, MGA’s Miniverse, Moj Moj, and more, that come in round, egg-shaped capsules for hiding for Easter “egg” hunts – that are available to shop directly from the video. MGA Presents: EGG$$$$$ integrates with YouTube’s Shopping Program, allowing viewers to shop directly within the music video by clicking on products as they are featured. And despite the lavish vibe, the campaign emphasises that seasonal toys don’t have to come with a massive price tag, as many of the products are under US$10.

The unique film was directed by Daniel Iglesias Jr., whp was recently nominated for Best Direction at the 2024 Billboard Music Awards and the MTV Music Awards.

“At VIRTUE, we’re all about providing fresh ideas that effectively and creatively connect brands with their audiences in unexpected ways,” stated Kerry Tucker, co-president of VIRTUE. “That’s why we’re so excited to partner with MGA again to disrupt the norm of toy marketing with this catchy, vibrant, shoppable music video campaign. MGA’s focus on innovation in all they do redefines how toys are marketed and purchased, proving that Easter gifting can be just as fun as the toys themselves.”

“We’re thrilled to bring back our innovative gift guide campaign for Easter this year, turning up the volume with an all-new rap and shoppable music video,” added Josh Hackbarth, chief marketing officer at MGA Entertainment. “’MGA Presents: EGG$$$’ represents our commitment to giving kids a voice to share what they really want for the holidays. It’s a high-energy, engaging, and fresh way to inspire families to rethink their Easter and spring holiday traditions, and we can’t wait for everyone to experience the fun.”

The Easter campaign follows MGA PRESENTS: The Rizzler – DISS-MAS, released for Christmas, in which kids expressed their dislike for gift cards (they want toy joy instead).

Credits:
VIRTUE:
Kerry Tucker: Co-President
Chris Garbutt: Co-President & CCO
Whitney Milne: Managing Director
Stefanie Gomez: Creative Director
Shakyra Moore: Senior Copy
Claire Manganiello: CD & Senior Art
Sarah May: Senior Designer
Jill Rothman: Head of Production
Celia Williams: Executive Producer
Rachel Patel: Group Account Director
Katelyne Maroney: Account Supervisor

VMG:
Gregg Hamburger: Co-CEO & Partner
Brad Sheehan: Head of Partnerships 

MGA ENTERTAINMENT:
Josh Hackbarth: CMO
Ashlee Meese; Vice President
Cassandra Scholnick; Group Creative Director
Nicole Smith: Senior Director, Integrated Marketing
Carson Mossman
Marlena Pavich: Production Designer
Alan Hilowitz ;Vice President, Global Corporate Communications
Calvin Lim; Vice President, Digital Marketing
Natalie Anis: Associate Brand Manager
Alex Ying: Project Manager

PULSE FILMS:
Director: Daniel Iglesias Jr. 
President: Mino Jarjoura
Executive Producer: Casey Englehardt
Production Manager: Gregorio Back
Line Producer: Mike Lev
DoP Casey Stolberg

Lyrics by: Shakyra Moore & Stefanie Gomez
Original Music, Sound Design & Mix: Barking Owl 
Sound Designer & Mixer: Brad Beasley. Meg Ochs
Mix Assistant: Henry Gilchrist
Executive Producer: Ashley Benton
Producer: Jenna Pangilinan
Creative Director: Johanna Cranitch
Managing Director: Carol Dunn

Editing: Cartel Editorial NYC
Editors: Eddie Ringer, Emma Blackman, Setareh Jalali
Executive Producer: Evyn Bruce
Producers: Abby Siegal & Malini Kartha

VFX & Finish: Transformer LA
Executive Producer: James Howell
VFX Director: Casey Price

Final Audio Mix: Sound Lounge NYC
Producer: Matt Smith
Sound Designer & Mixer: Justin Kooey

Colour Grade: Co3
Colourist: Kath Raisch
Producer: Jake Rioux