MGA Entertainment (MGA), is going direct-to-consumer (DTC) with The MGA Shop, an online shopping destination featuring products from all MGA brands.

“MGA is the leading toy company for the most innovative toys on the market, and with the launch of our new MGA Shop, consumers can shop across all of our brands in one convenient destination with special deals and exclusives,” says Isaac Larian, Founder and CEO, MGA Entertainment.

While MGA products remain available at most major and specialty retailers, The MGA Shop features online-only exclusives, early access to deals, free shipping on orders of $50 or more, and a rewards program. Consumers can shop for licensed dolls, playsets, and plush from L.O.L. Surprise!, Little Tikes, MGA’s Miniverse, Bratz, Rainbow High, Fluffie Stuffiez, and Baby Born.

The MGA Rewards program gives consumers 1,000 points for joining and allows them to earn two points for every dollar spent on The MGA Shop. Every 500 points earned can be redeemed for $5 toward any product on the website.