MGA Entertainment is bringing its MGA’s Miniverse brand to the Coachella Valley Music and Arts Festival this April with an immersive activation that recreates the iconic festival experience in miniature form. It is the first in a new Miniverse line celebrating music and festival culture.
“Miniverse as a brand is built on the idea that big passions can live in tiny details. From food and lifestyle to animals, pop culture, and now music, we transform the things fans love into highly detailed collectibles that are both display-worthy and interactive,” explains Josh Hackbarth, Chief Marketing Officer at MGA Entertainment.
The activation marks the debut of Miniverse Real Music, a new product line featuring playable mini records and a functioning mini record player. The miniature records spin and play music. Festival attendees get an early look at the products ahead of a nationwide launch planned for this summer.
The installation features a scaled-down version of the festival environment, complete with miniature versions of recognizable elements such as the iconic Ferris wheel and desert palm trees. Attendees can explore photo-ready scenes, sample mini-themed snacks and mocktails, and relax in a vinyl-inspired lounge area designed as a break from the desert heat. Visitors also receive exclusive collectible items, including a vinyl keychain and a pocket-sized version of the festival lineup poster.
“With Miniverse at Coachella, we’re bringing that philosophy into live culture, inviting fans to step inside the brand in a truly immersive way,” adds Hackbarth. “By combining thoughtful design, highly shareable photo moments, and authentic music functionality through our new Real Music line, we’re creating a space where festivalgoers can experience something familiar from an entirely new perspective, proving that the smallest details can make the biggest impact.”
The festival is April 10-12 and April 17-19 in Indio, California. Headliners include Sabrina Carpenter, Justin Bieber, and Karol G.
Learn more at mgae.com and coachella.com.
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