MGA Entertainment is joining forces with TikTok sensation The Rizzler to create a new type of gift guide for parents this holiday season. 

“MGA Presents: Diss-mas” is a shoppable holiday diss track against gift cards created by VIRTUE Worldwide and Pulse Films and directed by Zac Dov Wiesel.

“Gift guides are ubiquitous. At MGA, we wanted to take the classic gift guide and reimagine it in a really fun, never-been-done-before way,” says Josh Hackbarth, Chief Marketing Officer at MGA Entertainment. “We’re proud to introduce our new, shoppable music video diss track, turning the toy industry on its head and immortalizing more than 50 of our top holiday toys. This campaign, brilliantly conceived by VIRTUE, elevates the creative game that MGA brings to the table, from the avant-garde Bratz Pack in 2001 to the global unboxing sensation L.O.L. Surprise! in 2016 to a toy company’s first-ever diss track in 2024. It’s the perfect blend of pop culture swagger with kid-powered joy.”

The video is inspired by rap videos, taking place in a mansion with a garage filled with Little Tikes Cozy Couples, galleries of Rainbow High dolls, and more. 

“MGA’s willingness to take creative risks and adapt to a fast-paced, ever-evolving cultural landscape made them an incredible collaborator for this campaign,” says Kerry Tucker, Co-President of VIRTUE. “At VIRTUE, we pride ourselves on delivering bold ideas that cut through the noise and resonate deeply with audiences of all ages. This partnership with MGA was a perfect match, allowing us to push the boundaries of traditional toy marketing with a campaign that’s as fun and innovative as the toys themselves.”

Parents can shop the toys in the video using YouTube’s Shopping Program, which features clickable links as the products appear on screen.