MGA launches Covid-19 support initiative Operation: Pac-Man

Project includes cash donations, mask procurement, re-tooling of Little Tikes production for medical equipment and more to support healthcare workers in the US and beyond

Written by Rhys Thomas

Posted 26.03.2020 | Business

MGA launches Covid-19 support initiative Operation: Pac-Man thumbnail

MGA boss Isaac Larian has launched Operation: Pac-Man, a multi-pronged initiative to help support hospitals and healthcare workers dealing with the escalating coronavirus outbreak.

The project hopes to ensure responders and medical staff are stocked with the supplies they need to protect themselves during their efforts to eradicate the virus.

Over the weekend, Isaac put together an initial plan of action, which included donating $100,000 to UCLA Medical Center, identifying an overseas factory that could fulfil an order for 2m masks, and securing 25,000 masks, which will arrive in the US this week for immediate transfer to three hospitals in Southern California, where the LOL Surprise maker is based.

The toy company has also partnered with, which will to air lift – for free – an additional 150,000 units of medical supplies procured by MGAE, ensuring hospitals receive them this week.

“I’m very grateful to Susy Schöneberg, head of, for her heroic act,” says Isaac. “It takes selfless leaders like Susy to make a difference in these tough times for the humankind. I wish for other CEO’s and leaders of our society join this effort now, please.”

The chief executive has praised other toy companies for their efforts in tackling the outbreak, including Crazy Aaron’s founder Aaron Muderick, who has swapped putty production for hand sanitiser. MGA is working to re-tool the Little Tikes factory in Ohio, so that medical can be manufactured in the US. MGA’s suite of 3D printers are also available for any hospitals that need them.

“This is not an industry issue or a government issue any longer – at this point, all of humankind needs to work together and fix the shortage that hospitals are facing and I believe this issue can best be resolved by entrepreneurs,” Isaac adds.

“The fact that hospitals and hospital workers are lacking basic necessities to safely continue their treatment of patients is tragic. It is preposterous that we are in this position and now it’s up to everyone to work together.”

An web page will launch this week for MGA fans, partners and retailers who want to support the efforts, including a link where hospitals or healthcare workers can request certified and approved supplies to be sent to their facility. After filling out the form and verifying the request, the MGAE team will ship out the supplies for immediate delivery.

At this time, priority will be placed for hospitals in California, New York and Washington in the states though Isaac has said the goal is to roll out support to poorer countries as the coronavirus escalates. Isaac also worked with the company’s international licensees and distributors to aid in distributing medical supplies to hospitals around the world, including Italy, France and Spain.

Isaac adds: “Keeping our hospital workers healthy and properly supplied will be they only way to help them continue to do their jobs to the best of their ability.”

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