Isaac Larian, an Iranian-American entrepreneur, established one of the most vibrant and fiercely competitive toy empires in the industry. As the head of MGA Entertainment, he transformed himself from a broke immigrant into the mastermind behind globally recognized dolls. His life story reflects a strong will, sharp instincts, and an unwavering drive to succeed.
Larian built his wealth by introducing the Bratz dolls in 2001—bold, edgy dolls that challenged Barbie’s reign. With their large heads, daring outfits, and multicultural look, Bratz quickly captivated young girls and disrupted Mattel’s market dominance. Under his direction, MGA also developed popular toy lines like L.O.L. Surprise!, Little Tikes, and Num Noms, making it the biggest private toy firm in the U.S.
But Larian’s path hasn’t been smooth. His career has been marked by lawsuits, business rivalries, and public controversies. He spent years in legal war with Mattel over Bratz, fought off near-bankruptcy, clashed with his own brother, and most recently faced a high-stakes courtroom battle against rapper T.I. and singer Tiny Harris over alleged copyright infringement. Through it all, Larian has remained defiantly hands-on, rising before dawn to personally review product designs, approve fabrics, and direct strategy.
Humble Beginnings and Determination
Larian was born into a modest family in Tehran, one of five children. His father worked in textiles and believed sleeping was a waste of life—an idea Larian still believes in. In 1971, with just $750 to his name, he flew to Los Angeles. Working as a waiter, he paid his way through California State University, Los Angeles, where he earned a civil engineering degree. After the political shift in Iran, he decided to stay in the U.S. and began building a future.
He and his brother Fred launched a small trading company in 1979, initially selling brass items before transitioning into electronics. Their big break came in the early ’80s when they repackaged Nintendo’s Game & Watch, generating $21 million in sales within a year.
Birth of MGA Entertainment
Larian founded MGA Entertainment in 1993, starting off as a licensee for Power Rangers merchandise. His first big hit came in 1997 with Singing Bouncy Baby, a doll that became a holiday favorite. His real breakthrough, however, arrived in 2001 with Bratz.
Bratz dolls, with their oversized heads, pouty lips, and edgy fashion, were everything Barbie wasn’t—and that was the point. The dolls became a cultural sensation and a commercial powerhouse, selling $800 million worth in 2005 and briefly dethroning Barbie as the top-selling doll in America. Bratz also ushered in a years-long legal war with Barbie-maker Mattel, which claimed that Bratz’s original designer, Carter Bryant, developed the concept while employed at Mattel.
Courtroom Battles and Comebacks
The legal dispute with Mattel lasted years and cost millions. MGA was once temporarily barred from selling Bratz, threatening the company’s survival. But Larian pulled through. In 2006, MGA bought Little Tikes, which helped stabilize operations. Eventually, the courts ruled in MGA’s favor, awarding them $137 million in legal expenses.
He also had tensions with his brother Fred, who sold his 45% MGA stake for $9 million in 2000, just before Bratz became a massive success. Fred later accused Isaac of hiding key facts, though the case was dropped due to family intervention, and the two brothers have remained estranged.
OMG Girlz Controversy
In 2023, Larian found himself in legal trouble again—this time with rapper T.I. and Tiny Harris, over claims that MGA’s L.O.L. Surprise! O.M.G. dolls copied the fashion and hairstyles of their former girl group, OMG Girlz.
After a mistrial and then an MGA victory in a second trial (which ended with T.I. and Tiny being ordered to pay MGA $6 million), a third trial was granted thanks to a Supreme Court ruling in an unrelated case. In September 2024, the jury awarded the plaintiffs $71 million—$17.9 million in damages and $53.6 million in punitive fines against MGA.
The Bratz Comeback and What Lies Ahead
MGA keeps evolving. New product lines like Mini Bratz, collaborations with celebrities like Kylie Jenner, and more inclusive characters—such as same-sex couples in Pride-themed dolls—have kept the brand in the spotlight. A Bratz movie is expected to debut in 2026.
Despite nearing his mid-70s, Larian still runs MGA with intense personal involvement. He answers emails at 4 a.m., works 16-hour days, and oversees even the tiniest design decisions. He’s a self-described fighter who thrives on conflict and refuses to slow down.
“I don’t work for money.”
He once said, “I don’t work for money. I work because I love it.”
Yet love aside, Larian has turned plastic figurines into a billion-dollar empire. Holding 82% of MGA, his net worth stands at $1.1 billion today.
Isaac Larian’s rise from a penniless Iranian immigrant to a billionaire toy mogul is one of the most unlikely and inspiring business stories in modern American history.
