Campaign: EGG$$$
Company: MGA Entertainment
Agency Partners: Virtue Worldwide (creative, production); Pulse Films (Production); Finn Partners (public relations); Raven Public Relations (public relations)
Dates: April 10-14, 2025
Don’t waste your money on buying Easter eggs to dye. Spend it on toys instead.
That was the main message of a diss track released for Easter by MGA Entertainment, which makes Bratz dolls and Little Tikes.
Strategy
Before Christmas, MGA Entertainment released a song and music video called “DISS-MAS,” in which TikTok star The Rizzler dissed the practice of giving someone a gift card rather than a gift-wrapped present. The YouTube video generated 3.3 million views.
They dropped the video during the battle between hip-hop stars Drake and Kendrick Lamar, and “culturally, it was just in the noise,” Josh Hackbarth, MGA chief marketing officer, said. “The concept of saying, ‘Hey, this is something that we, playfully, don’t like; let’s talk about it,’ was fun to us.”
After that success, the creatives decided to try it again for Easter.
“We were talking about decorating eggs [and determined that] kids just want toys for Easter,” Hackbarth said. And given the price of eggs, “people have limited money, so why not spend that money on something that’s going to really last versus spending the money on eggs?”
Tactics
For the new music video, the brand hired Nova Starr, who has more than 310,000 followers on Instagram and 1.8 million followers on TikTok.
“She’s incredibly talented as a singer and rapper, so we knew she would be a good fit,” Hackbarth said. “As we explored more, we realized she really represents just your average kid, and she just brings so much playfulness and excitement to the foreground.”
The brand shot the video for “EGG$$$$$” at a “grandiose mansion here in California. We wanted to echo the essence of a traditional rap video with backup dancers and a sports car, this ridiculous interior, to elevate the ridiculousness of everything,” Hackbarth said.
Daniel Iglesias Jr., who received a best direction nomination at the 2024 MTV Video Music Awards, directed the spot.
In the video, Starr channels the feelings of many Americans in complaining about the price of eggs.
“Moms crying at the dairy display,” Starr raps. “Nine dollars for a dozen? Man, there ain’t no way.”
She continues, “Turn to my parents and say, ‘Listen up. We all can win. Everybody knows that eggs are out, and toys are in!’”
“We wanted to tell the story in a super elevated way,” Hackbarth said. “This is not yet another toy commercial. It’s much more a piece of entertainment that you can watch over and over.”
They were trying to reach both parents and children, he said.
A day before the video dropped, Starr’s page, which states that it’s run by her parents, posted teasers on Instagram and TikTok.
“Eggs are OUT. Toys are IN. 4.11.25,” the post stated.
The brand also worked with YouTube to make the video shoppable.
“Every single product that you see in our video, you can shop directly, right from YouTube, by clicking on the product,” Hackbarth said.
Results
The Easter diss track did even better than the Christmas one on YouTube, generating 3.9 million views. On TikTok, the video received more than 3,200 likes and 61,000 views; on Instagram, it received more than 1,400 likes and 104,000 views.
