EGG$$$$$

From the brand and agency that brought you the Rizzler “Diss-Mas” track, MGA Entertainment and VIRTUE Worldwide are back with another hit, just in time for the Spring holiday season.

Defying traditional Easter activity and gifting norms, “MGA Presents: EGG$$$$$” a shoppable music video centered around the rising cost of eggs.

This spring, MGA and VIRTUE have again created a one-of-a-kind track featuring top TikTok talent with the help of Pulse Films, an award-winning production and talent management company that’s part of VICE Media. Defying traditional Easter activity and gifting norms, the track and subsequent music video is centered around the rising cost of eggs.

With prices of eggs skyrocketing across the U.S. 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.

“MGA Presents: EGG$$$$$” is a shoppable music video featuring seven-year-old TikTok sensation and rapper, Nova Starr.
Set in a grandiose mansion with vast gardens, the spot has all the traditional features of a rap video, including backup dancers, a pink sports car, and luxurious interiors.

It also has piles 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.
Despite the lavish vibe, the campaign emphasizes that seasonal toys don’t have to come with a massive price tag, as many of the products are under $10.

“MGA Presents: EGG$$$$$” integrates seamlessly with YouTube’s Shopping Program, allowing viewers to shop directly within the music video by clicking on products as they are featured.

Acclaimed director Daniel Iglesias Jr. is directing the music video. He was recently nominated for "Best Direction" at the 2024 Billboard Music Awards and the MTV Music Awards.

The 360° campaign turns Easter and springtime shopping on its head with a unique entertainment and shopping experience. This underscores MGA’s and VIRTUE’s focus on moving at the speed of culture, blending disruptive marketing, top-tier talent, and high-quality production to innovatively engage Easter and spring holiday shoppers this season.