Na Na Na Surprise
Consumer Products

MGA pops new unboxing brand

Na! Na! Na! Surprise capitalizes on the toyco's previous success, letting kids burst balloons to reveal soft fashion dolls.
December 3, 2019

MGA Entertainment is bursting to share its new collectibles brand. Unboxing line Na! Na! Na! Surprise features soft fashion dolls packaged inside balloons.

Targeting kids seven and older, the range sees children pop multiple balloons to reveal a collectible plush “pom” that clips onto backpacks and purses, a doll, an outfit, accessories and a confetti surprise.

Na! Na! Na! Surprise is a soft, articulated fashion doll line with printed faces, and characters include Minna Moody, DJ Cuddles, Britney Sparkles, Sarah Snuggles, Aubrey Heart and Rozie Foxy. The brand launched on December 1 and is available through Target, Walmart and Amazon.

This new range follows the significant success of MGA’s unboxing collectibles line L.O.L. Surprise!, which features miniature fashion dolls packaged inside multi-layered balls that reveal various accessories when unwrapped. L.O.L. Surprise! products made up eight of the 10 top-selling traditional toy items in the US last year, and market research firm The NPD Group expects the range will continue to drive growth in the dolls category throughout 2020 and 2021.

MGA Entertainment recently launched the L.O.L. Surprise! O.M.G. Swag line, a more traditional fashion doll expansion of the brand, and grew its digital content beyond YouTube to a number of global OTT channels earlier this year.

About The Author
Elizabeth Foster is Kidscreen's Copy Chief & Special Reports Editor. Contact Elizabeth at efoster@brunico.com

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