Consumer Products

MGA introduces army-themed collectibles

The entertainment company's new Awesome Little Green Men line follows in the footsteps of girl-skewing L.O.L. Surprise! and Num Noms.
July 21, 2017

After taking the girl-skewing collectibles market by storm with its L.O.L. Surprise! and Num Noms offerings, California-based MGA Entertainment has launched new line of collectible army toys called Awesome Little Green Men.

Hitting US retail stores on August 1, the army-inspired toys aim to combine humor (think Private Porkchop and Captain Obvious) and battle play with a pop vinyl aesthetic.

The line includes 100 unique characters, which can also come together to form a game. Led by General Pain and General Panic, the goal is to build the best squad, with each character belonging to a special unit.

The Awesome Little Green Men starter packs include four toys and cost US$12.99. Blind boxes (US$3.99) include one soldier, a dog tag with a chain and a new recruit poster. There is also a battle pack including game piece stickers available.

Collectible lines have been incredibly lucrative for MGA, with L.O.L. Surprise! Dolls being the number-one item in the dolls super category, and the number two item in total toys YTD, in June 2017, according to The NPD Group. MGA recently secured 40 new licensees for Num Noms, bringing the total number of global licensing partners to 80 for the novelty collectible line.

L.O.L. Surprise! meanwhile is jumping into the licensing realm, as MGA launches a march program inspired by the line across categories like apparel, accessories, stationery, party goods, publishing, games and sporting goods for spring 2018.


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