Consumer Products

L.O.L. Surprise! tops US toy sales in January

Data from The NPD Group shows that MGA Entertainment’s L.O.L. Surprise! products dominated toy sales across the US last month.
February 26, 2018

According to market research company The NPD Group, MGA Entertainment’s L.O.L. Surprise! Doll Assortment was the top-selling toy in the US in January. The data examined the best-selling products across toys, video games, books and videos in the US last month.

In fact, the L.O.L. Surprise! range dominated NPD’s list, with L.O.L. Surprise! Pet, L.O.L. Surprise! Lil Sister and L.O.L. Surprise! Big Surprise Ball rounding out the top-four spots.

Spin Master’s Hatchimals Mini Eggs CollEGGtibles 4 pack was the fifth best-selling toy in the same period, while Mattel’s Hot Wheel Singles 1:64 Assortment and UNO Card Game Assortment took home sixth and seventh place, respectively.

The list of the top 10 best-selling toys in January was rounded out by Spin Master’s Paw Patrol Basic Vehicle & Pup Assortment, Mattel’s Barbie Fashionistas Glam Party Assortment and Just Play Products’ PJ Masks Vehicle Assortment.

The NPD Group’s list is ranked by dollar sales and captures all widely distributed SKUs sold in the US by retailers. The list does not include items that are exclusive to specific retailers, and the data is representative of retailers that participate in The NPD Group’s retail tracking service (the company estimates its retail tracking service represents approximately 80% of the US retail market for toys).

A full picture of The NPD Group’s January data can be seen below:

NPD Toys January
About The Author
Elizabeth Foster is Kidscreen's Copy Chief & Special Reports Editor. Contact Elizabeth at


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