Sr. Manager. Brand & Packaging (MGA Living)

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MGA Entertainment is on a mission to inspire imagination and creativity through innovative toys, entertainment, and experiences that transform play into limitless possibilities. As the largest privately held toy and entertainment company in the U.S., MGA is a global leader in designing and delivering world-class consumer products that spark wonder and drive play forward. Headquartered in Los Angeles with offices worldwide, MGA's portfolio spans a dynamic range of original and licensed brands - from toys, dolls, games, and electronics to fashion, home décor, and entertainment content including hit movies and TV series. The company is recognized for its bold approach to storytelling, trendsetting design, and deep commitment to quality. The award-winning MGA family includes fan-favorite brands such as L.O.L. Surprise!™, Little Tikes®, Rainbow High™, Bratz®, MGA's Miniverse™, Yummiland™, CarTuned™, Wonder Factory™, BABY born®, and Zapf Creation®. To learn more, visit and follow MGA on LinkedIn, TikTok, Instagram and Facebook.

Division Overview

MGA Living is the newest division of MGA Entertainment, expanding our 40+ year legacy of innovation into the baby, home, and outdoor living categories. Leveraging MGA's strengths in product development, marketing innovation, and global retail partnerships, MGA Living will deliver thoughtfully designed, high-quality lifestyle products for modern families.

We are building a world-class, entrepreneurial team to launch and scale this business globally.

Position Summary

The Senior Brand & Packaging Manager will play a foundational leadership role in defining and executing the visual identity and packaging systems for MGA Living. This role blends strategic brand development, technical packaging execution, retail storytelling, marketing asset creation, and creative operations management.

Partnering closely with the VP, Brand & Product Development, this individual will help build new brands from the ground up - translating product and retail strategy into cohesive visual ecosystems that span packaging, in-store presentation, digital platforms, and marketing activations.

This is a high-impact, senior-level role requiring both aesthetic excellence and technical precision.

Key Responsibilities

1. Brand Strategy & Identity Development

• Partner in the creation and evolution of new MGA Living brands
• Develop logos, visual identities, color systems, typography standards, and comprehensive brand guidelines
• Establish scalable brand systems that support category expansion and long-term growth
• Ensure consistent brand execution across packaging, retail, digital, and marketing touchpoints
• Maintain brand integrity across all SKU extensions and future launches

2. Packaging Design & Technical Execution Leadership

• Own packaging development from initial concept through final production-ready files
• Design directly within dielines and structural constraints, ensuring technical accuracy and manufacturability
• Develop complete mechanical files including print specifications, color builds, finishes, materials, compliance copy, and regulatory requirements
• Partner closely with structural engineering, sourcing, and factories to optimize cost, durability, and shelf impact
• Review and approve prepress files, color proofs, mockups, and production samples
• Manage packaging revisions through all development stages to protect brand integrity, cost targets, and launch timelines
• Ensure packaging meets retailer requirements and global compliance standards
• Maintain detailed documentation of packaging standards and specifications

3. Retail Storytelling & Visual Presentation

• Develop modular display concepts, planogram storytelling, and feature presentations for retail line reviews
• Create visual merchandising concepts that communicate how collections come to life in-store
• Build compelling internal and retailer-facing presentations that articulate brand vision, innovation, and growth strategy
• Support showroom environments, trade shows, and retail selling meetings
• Translate product strategy into visually compelling narratives that drive retailer confidence and consumer engagement

4. Marketing Partnership & Content Creation

• Partner closely with the MGA Marketing team to align brand messaging and launch strategies
• Create visual asset packages for marketing teams to utilize across influencer campaigns, paid media, social media, and activations
• Art direct and coordinate product photography and lifestyle content shoots
• Develop e-commerce assets, digital launch materials, and website visuals
• Support influencer kits, PR mailers, and activation creative to ensure brand consistency across all consumer touchpoints

5. Creative Operations & Asset Management

• Build and maintain a centralized digital asset library for MGA Living
• Develop master brand toolkits for internal teams and retail partners
• Manage creative timelines aligned with product launch milestones
• Coordinate freelance and external creative partners as the division scales
• Ensure all creative output meets brand standards, quality expectations, and timeline commitments

Qualifications

Education & Experience:

• Bachelor's degree in Graphic Design or related field
• 8+ years of experience in brand development and packaging design
• Proven experience owning packaging from concept through mass production
• Experience in consumer products, baby, home, or lifestyle categories preferred

Skills & Capabilities:

• Deep expertise in brand systems, typography, layout, and visual storytelling
• Strong understanding of packaging production processes and print manufacturing
• Experience preparing final mechanical files for mass production
• Strong knowledge of color management, finishes, materials, and packaging compliance standards
• Ability to problem-solve structural and graphic challenges within cost constraints
• Experience building compelling retailer presentations and visual merchandising concepts
• Strong cross-functional collaboration and communication skills
• Exceptional attention to detail in both creative and technical execution
• Ability to manage multiple workstreams in a fast-paced, entrepreneurial environment

Additional Requirements:

• Online portfolio required with resume submission showcasing brand and packaging work

Personal Attributes:

• Strategic brand thinker with strong creative instincts
• Technical and detail-oriented
• Entrepreneurial and adaptable
• Strong storyteller with commercial awareness
• Comfortable wearing multiple hats in a lean, high-growth environment

Location & Travel:

• Full-time role
• Onsite-hybrid flexibility
• LA-based preferred but not required
• Occasional domestic and international travel may be required

Salary:

$80,000.00 - $120,000.00