LA-based toyco MGA Entertainment is looking to bolster its business with Walmart by recruiting the retailer’s long-time sales exec, Laura Phillips, to join its leadership ranks.

As MGA’s first SVP and GM of Walmart, Phillips is now overseeing all business with the retailer across licensed products, supply chain management and sales. She will help execute retail strategy for MGA’s full portfolio of brands, including its L.O.L Surprise! dolls, Little Tikes preschool toys and Miniverse collectibles. 

Phillips spent 27 years at Walmart, most recently as SVP and president of global sourcing, customer and business development. But over the years, she also worked to minimize the retailer’s environmental impact as SVP of corporate sustainability, and used data and analytics to identify customer trends as SVP and general merchandise manager. 

Last year, MGA inked multiple toy agreements with Walmart, including launching an exclusive line of sustainable L.O.L Surprise! Earth Love eggs in April. And the L.O.L. brand was later featured in the big-box chain’s first Roblox experience, Walmart Land, which has racked up more than 16.8 million plays to date. At the tail end of 2022, the toyco also rolled out a line of MGA Miniverse collectibles (featuring café dessert and treat miniature toys) as a Walmart exclusive, before expanding the range’s distribution to include Target and other retailers in January 2023.