L.O.L.'s Success is No Surprise

MGA Entertainment's collectible toy brand is expanding into new territories while rolling out new extensions in the coming year.

April 6, 2018

MGA Entertainment's collectible toy brand is expanding into new territories while rolling out new extensions in the coming year.

The toys, which launched in December 2016, were the No. 1 item in the dolls category and No. 2 item in the total toys category by June, according to The NPD Group, which is no surprise either–the range has placement at major mass retailers. L.O.L. Surprise! is also grabbing big sales in Australia, France, Benelux, Russia and Belgium.

"We've hit on two really big trends in the market–blind packs, where kids get the element of surprise and not knowing what they are going to get, and the unboxing experience. When you put the two together, it becomes one of the most innovative products in the market, and it's doing extremely well," says Juli Boylan, head of global licensing, MGA Entertainment.

According to Boylan, the core toy brand is truly a global one, with product in every major market and all key territories.

The brand

is also set to begin rolling out extensions, with an initial launch set to include apparel, accessories, back-to-school, stationery, games and puzzles, novelties, health and beauty and home décor led by the U.S. in spring 2018 and continuing in the U.K., Australia and more into 2019.

Next spring, MGA will also begin rolling out series three of the collectibles in key territories around the world, bolstered by new surprises, new characters and new innovations.