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MGA Returns to Fashion Doll Roots with L.O.L. Surprise! O.M.G


MGA’s new fashion dolls, L.O.L. Surprise! O.M.G., landed at retail this week after the company teased each of the four new characters for weeks.


The new L.O.L. Surprise! O.M.G. fashion dolls, like their predecessors, feature unboxing surprises leading up to the doll’s reveal. Each features 20 surprises to unbox and supply a full-fashion look. The packaging also doubles as a reusable closet and dressing room playset—perhaps also highlighting the company’s more recently touted commitments to more sustainable packaging efforts.


Slide the package apart to reveal the doll’s silhouette, biography and the first set of surprises. The curated fashions are also wrapped in reusable packaging that are creatively designed as garment bags, hat boxes, shoe boxes, and more. The outfits include details such as real studs and layered fabrics. After further unboxing, fans will reveal the ‘dressing room’ where the doll is housed in her undergarments waiting to be dressed in her first fashion-forward look.


The four new characters inspired by L.O.L. Surprise! fan-favorites complete the families of dolls, pets, and lils.


The first series includes Swag, the big sister of M.C. Swag; Royal Bee, the big sister of Queen Bee; Lady Diva, the big sister to Diva; and Neon-licious, the big sister to Neon Q.T.


The dolls feature silky hair for hours of styling, brushing, and—yes—even washing. They also have articulation in the neck, shoulders, wrists, elbows, and more.


“L.O.L. Surprise! O.M.G. dolls represent what has been lacking in the market today – real fashion dolls that are on-trend and relatable to kids,” said Isaac Larian, CEO and founder of MGA Entertainment. “MGAE continually delivers innovative and creative consumer products that leave the L.O.L. Surprise! fan base wanting more—as indicated by the 3.6-plus million fans who have tuned into CookieSwirlC unbox video. I’ve never seen anything like it. There’s no other doll in the market that compares to the L.O.L. Surprise! O.M.G. dolls.”


The Series 1 L.O.L. Surprise! O.M.G. Fashion Dolls are each sold separately, available now at retailers nationwide.