MGA Entertainment (MGAE) has triumphed in this year’s Loved By Parents Awards, with a hat trick of wins for L.O.L Surprise! across the Best Doll, Best Activity Toy and Best Interactive Toy categories.
L.O.L. Surprise! O.M.G. Dance Dance Dance Fashion Doll was awarded Platinum in the Best Doll category whilst L.O.L. Surprise! Big B.B.s took silver in the same category. The brand continued to show its dominance with platinum wins for the L.O.L. Surprise! Dance Machine in the Best Activity Toy for ages 6+ category and the L.O.L. Surprise! O.M.G. 4-in-1 Glamper in Best Interactive Toy for ages 6+.
Following an outstanding 2020, which saw L.O.L. Surprise! win a Dream Toy for its Remix O.M.G. Fashion Dolls, the awards continue another fantastic year for MGAE’s top selling brand.
L.O.L. Surprise! has been a must have toy for children throughout the UK since launching in December 2016, quickly becoming a global phenomenon as the world’s best-selling toy and driving the unstoppable craze for collectables. Last year, L.O.L. Surprise! O.M.G. Fashion Dolls were established as the number one selling doll range in the UK according to NPD 2020.
L.O.L. Surprise! continues to strengthen its offering with the new Tweens Fashion Dolls and Colour Change collectable range launching next month. The new range allows fans to collect across the whole family with Dolls, Lil Sisters and Pets all included in the collection.
Samantha Wilson, Marketing Director at MGA Entertainment UK, said: “2021 has been another incredibly successful year for L.O.L. Surprise! and these awards are testament to the brand’s continuing success in the toy market. Through new and exciting product innovation and creativity, L.O.L Surprise! continues to maintain its position as the best-selling collectable brand in the UK.”