The Little Tikes company was acquired by MGA Entertainment in September 2006 from Newell Rubbermaid for an undisclosed sum. As of 2006, the 500 employees at Little Tikes were generating approximately $250 million in revenue of Rubbermaid's $6.3 billion in annual sales, and the acquisition was projected to add $15 to $25 million to MGA Entertainment's bottom line. The purchase was said to allow a better fit with MGA Entertainment, a manufacturer of children's toys and entertainment products founded in 1997 whose products included the Bratz line of fashion dolls.
The firm's red and yellow Cozy Coupe toy car reached 6 million units in sales by its 25th anniversary in 2004, and was called the "world's best-selling car for much of this decade" by The New York Times in 1998, outselling the Honda Accord and Ford Taurus.
While the company had traditionally focused on durable plastic toys that allow children to use their imagination while at play, by 2004 it had introduced its Magicook Kitchen, which uses radio frequency devices to allow components to communicate with each other, such as having the stove respond when it recognizes that a piece of food is placed on it.
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