Creative Director, Marketing Campaigns Boys

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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 www.mgae.com and follow MGA on LinkedIn, TikTok, Instagram and Facebook.

Creative Director, Marketing and Campaigns for Boys’ Action Brands & Collectibles

Job Summary

MGA Entertainment is seeking an imaginative, strategic, and results-driven Creative Director, Marketing and Campaigns for Boys’ Action Brands & Collectibles, to lead visual brand storytelling and campaign creative execution across Armorsaurs, CarTuned, Tataba, and Hyojo, with a strong emphasis on trend-driven collectibles and emerging collector culture. 

As part of Creative Shared Services, this role will collaborate across departments to translate brand strategies into compelling campaigns, content, and experiences. From concept through delivery, you will guide creative that builds brand affinity, engages audiences, and supports business objectives across digital, social, broadcast, retail, and experiential channels.

The ideal candidate brings a distinctive creative point of view, hands-on design expertise, and a deep understanding of action play, character-driven entertainment, vehicle culture, sports, and collectibles. You are especially attuned to the intersection of designer toys, art, fashion, streetwear, sports, gaming, and pop culture, and understand how distinctive characters, surprise reveals, product drops, and fan participation create excitement and collectability.

You can translate emerging trends into original, brand-right campaigns that resonate with kids, Gen Z, and adult collectors. A strong eye for set direction, photography, cinematic composition, scale, and motion is essential, along with the ability to move fluidly between action-driven storytelling and the stylized, design-led presentation of trend-driven collectibles.

Success in this role depends on strong cross-team collaboration, particularly with Brand, PR, Product Development, Operations, and Retail, to align cultural insights, product priorities, launch timing, and creative execution.

Key Responsibilities

•    Lead integrated creative development: Guide the creative process from concept through execution for 360-degree campaigns, product launches, brand initiatives, and seasonal promotions across Armorsaurs, CarTuned, Tataba, and Hyojo.

•    Translate strategy into storytelling: Develop compelling concepts, campaign narratives, and visual direction that express brand positioning, communicate product benefits, support business goals, and build cultural relevance.

•    Champion trend-driven collectibles: Translate emerging aesthetics, collector behaviors, and cultural movements into distinctive campaigns. Build excitement around character introductions, series launches, reveals, and product drops while reinforcing each brand’s identity.

•    Bring action and collectibles expertise: Apply an understanding of action figures, vehicles, transformation, character design, imaginative play, collecting, and fandom to create work that resonates with kids, adult fans, and collectors.

•    Apply sports and fan insights: Draw on a strong knowledge of sports, athletes, teams, and fan communities to inform relevant campaign concepts. Translate the energy of competition, team loyalty, and sports culture into storytelling where appropriate for each brand.

•    Direct sets, visual storytelling, and campaign assets: Establish the creative vision for photography and video shoots, including mood boards, storyboards, environments, props, lighting, scale, and composition. Create both immersive action worlds and stylized collectible presentations that highlight character, design, texture, and detail.

•    Showcase product innovation and collectible appeal: Partner with Product Development to understand play features, mechanisms, materials, finishes, character details, and assortment stories. Translate these attributes into engaging demonstrations, product imagery, and memorable creative moments.

•    Build anticipation and community engagement: Partner with Brand, PR, and Influencer teams on teasers, reveals, unboxing content, creator collaborations, and launch storytelling that encourage discovery, sharing, and collecting.

•    Lead multidisciplinary teams: Inspire and develop designers, copywriters, producers, and content creators through clear direction, constructive feedback, and high standards for craft.

•    Drive cross-team collaboration: Build strong partnerships with Brand, PR, Product Development, Operations, and Retail to align creative strategy, product priorities, launch timing, and execution. Collaborate with Integrated Marketing, Packaging, Influencer, Licensing, Sales, and executive stakeholders to support shared objectives.

•    Create for each channel: Develop platform-native content for YouTube, TikTok, Instagram, and emerging platforms, alongside assets for broadcast, email, print, retail, and e-commerce. Tailor storytelling to each audience and channel.

•    Extend brands into experiences: Oversee creative for trade shows, retail displays, sizzle reels, influencer kits, product reveals, fan events, experiential activations, and other brand touchpoints.

•    Protect and evolve brand identity: Maintain each brand’s distinct voice and visual identity while introducing fresh ideas and culturally relevant creative expression.

•    Manage creative delivery: Develop briefs, define scopes and timelines, direct freelancers and agency partners, and coordinate with production and project management teams to deliver within agreed budgets and deadlines.

•    Turn trends and insights into action: Track designer toys, art, fashion, streetwear, sports, gaming, entertainment, vehicle culture, and collector communities. Distinguish meaningful opportunities from passing trends and use audience feedback and campaign performance to strengthen future work.

Key Areas of Expertise

•    Trend-driven collectibles: Deep understanding of the intersection of designer toys, character-led brands, art, fashion, and pop culture, including how aesthetics, storytelling, newness, and community influence demand.

•    Collector behavior and fan culture: Knowledge of blind-box formats, unboxing, surprise reveals, rarity, series building, display, trading, and social sharing, with an understanding of how these experiences build emotional connection and repeat engagement.

•    Sports and sports culture: Strong knowledge of major sports, athletes, teams, fan communities, and the intersection of sports with collectibles, streetwear, gaming, and entertainment. Ability to translate competition, team loyalty, and sports fandom into relevant campaign concepts and visual storytelling.

•    Trend translation and cultural relevance: Ability to identify emerging visual directions and subcultures, assess their relevance to an audience, and translate them into original creative that strengthens a brand.

•    Character design and visual identity: Understanding of how personality, silhouette, color, expression, materials, and detail translate into compelling campaign imagery and recognizable brand worlds.

•    Action play and entertainment: Strong understanding of character-driven storytelling, adventure, competition, transformation, and imaginative play.

•    Vehicle and design culture: An eye for automotive styling, customization, performance aesthetics, and mechanical detail, with the ability to apply these influences where relevant.

•    Set direction and world-building: Experience developing environments for product and talent photography, video, and social content, with close attention to scale, materials, texture, props, lighting, and product presentation.

•    Cinematic and motion storytelling: Ability to direct pacing, camera angles, action sequences, sound, and visual effects to create energy and communicate product features clearly.

•    Audience and creator connection: Understanding of kids, Gen Alpha, Gen Z, adult collectors, and parents, alongside familiarity with toy reviewers, tastemakers, artists, and creators who shape discovery and conversation.

•    Retail and global execution: Understanding of mass retail and e-commerce environments, including Walmart, Target, and Amazon, and experience collaborating with global teams, licensors, and external partners.

Qualifications

•    7–10 years of relevant experience in creative marketing, art direction, graphic design, or brand development, including at least 3 years in a creative leadership role.

•    A strong portfolio demonstrating integrated campaigns, visual storytelling, hands-on design expertise, and photography or video art direction.

•    Demonstrated experience in collectibles, designer toys, action toys, vehicles, entertainment, fashion, streetwear, sports, or related consumer categories.

•    Strong understanding of trend-driven collectibles and collector communities, with demonstrated ability to translate cultural insights and emerging aesthetics into relevant campaigns.

•    Strong knowledge of sports and sports culture, with the ability to identify relevant creative opportunities across action brands, vehicles, and trend-driven collectibles.

•    Experience developing creative for product drops, character or series launches, reveals, or community-focused brand initiatives.

•    Proven ability to translate brand strategy and product innovation into compelling creative across multiple channels.

•    Experience directing photo and video shoots, including set concepts, storyboards, lighting, composition, scale, and product demonstrations.

•    Experience partnering with motion graphics, animation, CGI, or visual effects teams to enhance product storytelling.

•    A track record of leading and developing multidisciplinary creative teams and managing projects from brief through delivery.

•    Demonstrated ability to build cross-functional partnerships and align creative work with product, marketing, operational, and retail priorities.

•    Expert proficiency in Adobe Creative Suite, particularly Photoshop and Illustrator, with working knowledge of Figma, social platforms, and digital content formats.

•    Excellent presentation, communication, collaboration, and organizational skills.

•    Ability to manage multiple brands and competing priorities in a high-volume, fast-moving creative environment.

Key Traits for Success

•    Cross-team collaboration: Build strong partnerships across Brand, PR, Product Development, Operations, and Retail to align priorities and deliver cohesive campaigns.

•    Creative and strategic thinking: Bring a distinctive creative point of view grounded in brand strategy, audience understanding, and business objectives.

•    Instinct for trends and collectability: Recognize emerging aesthetics, characters, and cultural signals, and understand what makes a product feel desirable, shareable, and worth collecting.

•    Passion for the category: Demonstrate enthusiasm for collectibles, designer toys, action brands, vehicles, sports, art, fashion, and the communities surrounding them.

•    Collaborative leadership: Inspire teams, encourage open communication, and build alignment through clear direction and constructive feedback.

•    Attention to craft and product detail: Maintain a sharp eye for design, scale, composition, materials, movement, and accurate product representation.

•    Cultural curiosity: Stay connected to how audiences discover brands, express identity, participate in fandoms, and build collections.

•    Ownership and adaptability: Exercise sound judgment, balance competing priorities, and guide work through a fast-paced, deadline-driven environment.

Salary: 

$90,000 - $120,000 /year