TikTok Rapper Nova Starr Spits Truths About What Kids Really Want This Spring

MGA Entertainment (MGA), one of the largest privately held toy and entertainment companies in the world, is defying traditional Easter activity and gifting norms with 'MGA Presents: EGG$$$$$.' The audacious diss track and music video, which dropped today, features top TikTok talent and a Billboard Music Award-nominated production team.

With prices of eggs skyrocketing across the US this year – predicted to increase by 57.6% in 2025 (according to US 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 at an affordable price. As the voice of kids everywhere, MGA is dishing out this stance on eggs to adult gift givers, teaming up with seven-year-old TikTok sensation and rapper, Nova Starr, and acclaimed music video director, Daniel Iglesias Jr. (best known for Megan Thee Stallion’s “BOA”), to create the second-ever shoppable music video for toys.

Set in a grandiose mansion with vast gardens, 'MGA Presents: EGG$$$$$' 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 opulent vibe, the campaign emphasises that seasonal toys don’t have to come with a massive price tag, as many of the products are under $10.

“We’re thrilled to bring back our innovative gift guide campaign for Easter this year, turning up the volume with an all-new rap and shoppable music video,” said Josh Hackbarth, chief marketing officer at MGA Entertainment. “’MGA Presents: EGG$$$$$’ represents our commitment to giving kids a voice to share what they really want for the holidays. It’s a high-energy, engaging, and fresh way to inspire families to rethink their Easter and spring holiday traditions, and we can’t wait for everyone to experience the fun!”

In December 2024, MGA launched 'MGA Presents: Dissmas,' a holiday-themed diss track on the season’s enemy of kids – gift cards – with The Rizzler, which was the first-of-its-kind shoppable music video highlighting toys’ superior reign over the holiday wish list. MGA’s approach to the virtual toy catalogue offered a completely new, disruptive way to shop – and it’s back again with this year’s version for Easter and spring holidays. To bring the video to life, MGA teamed up again with VIRTUE Worldwide (VIRTUE), the creative agency known for powering culture-first marketing, and Pulse Films, the award-winning production and talent management company – both part of VICE Media – to produce the second iteration of 'MGA Presents.' These music video campaigns are a marker of MGA’s commitment to breaking the mould and embodying the overarching voice of kids who want toys over anything else.

“At VIRTUE, we’re all about providing fresh ideas that effectively and creatively connect brands with their audiences in unexpected ways,” said Kerry Tucker, co-president of VIRTUE. “That’s why we’re so excited to partner with MGA again to disrupt the norm of toy marketing with this catchy, vibrant, shoppable music video campaign. MGA’s focus on innovation in all they do redefines how toys are marketed and purchased, proving that Easter gifting can be just as fun as the toys themselves!"

This campaign 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. '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. Want something that Nova Starr is rapping about? Simply watch the video, click the “view product” button at any time, shop the products on the side of the video screen, and add to cart.

Every product mentioned in Nova Starr’s new music video and its availability can be found here, including popular favourites from L.O.L. Surprise!, MGA’s Miniverse, Bratz and Little Tikes, as well as new brands in like Moj Moj, Yummiland, and Wonder Factory.