In 2024, gift cards were predicted to be the #1 holiday gift over toys. That didn’t sit right with industry titan MGA Entertainment (makers of Bratz, Rainbow High, and Little Tikes). To defend their turf, they knew they had to move like a mogul and do something big to get the streets talking. So they tossed the tired toy catalogs of the past and served up something more culturally relevant than ever—a diss track. Move over, Kendrick and Drake, the 2024 holiday season was all about gift cards vs. MGA toys. They tapped viral kid rapper The Rizzler to front the high-energy, shoppable music video that premiered on YouTube and quickly dominated streaming platforms. Within 24 hours, the campaign went viral, selling out inventory and flooding social media with remixes, memes, and even inspired a crypto coin. In the end, they snatched the crown for toys and put MGA Entertainment top of mind.