MGA Entertainment expands LOL Surprise line

The company is also launching two new toy lines, the unboxing product Crate Creatures as well as a hoverboard for tweens and teens.
October 19, 2017

MGA Entertainment is building on the success of its LOL Surprise doll line with a number of new products. LOL Surprise, which combines collectibles with YouTube’s unboxing phenomenon, first launched in December 2016 featuring a doll surrounded by seven layers of wrapping paper.

LOL Big Surprise debuted on September 29 and the limited-edition product features 50 never-before-seen surprises. On November 1, LOL Surprise Pets will launch with retailers around the world, including Toys “R” Us, Target, Amazon and Walmart. The new line features furry friends for the LOL Surprise dolls with cats, dogs, bunnies and hamsters decked out in accessories, stickers and surprises of their own.

To capitalize on the brand’s popularity, MGA Entertainment is also working to expand LOL Surprise’s global licensing program. More than 30 licensing partners have inked deals in categories including apparel, accessories, health and beauty, games and puzzles, novelty, stationery, back-to-school and home décor. The first phase is slated to reach retail in spring 2018.

On the heels of these expansions to the LOL Surprise line, MGA Entertainment will launch its new Crate Creatures line this fall. The toys also feature an unboxing experience, but instead of adorable dolls the line reveals a pet monster. Crate Creatures will launch in the US with a number of retailers including Toys “R” Us, Target and Amazon later this year.

Additionally, MGA Entertainment will also launch its Freestyle hoverboard this fall. The electric transport product targets tweens and teens and is inspired by classic surf and skateboard moves. The line will launch with retailers including Toys “R” Us, Target and Amazon.

These announcements come as toy industry sales around the world rose 3% in the first half of 2017, with market research firm The NPD Group estimating the industry will grow approximately 4% for the full year. In the US, toy sales have grown by 3% (following a growth of 5% in 2016 to the tune of US$20.4 billion). The collectibles category, in particular, has been a major contributor to these increases. In the US last year, collectibles grew by 33% to rack up US$1.8 billion.

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