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Library/Product/L.O.L. Surprise!
Grade B23 sourcesHIS-01176

L.O.L. Surprise!

Product · 2016 · Notable

53Editable slideCertificate

MGA's unboxing dolls topped NPD's combined toy sales across 13 tracked markets.

Clip · L.O.L. Surprise! on YouTube
Clip · Everleigh on YouTube
L.O.L. Surprise! Tots ball packaging in MGA's December 2017 product photo.
MGA Entertainment / PR Newswire
L.O.L. Surprise! 2017's Must Have Toy
Carousel PR
‘Unboxing’ this year’s hot toy: the L.O.L. Big Surprise
The Washington Post / Portland Press Herald
Toymaker opens up about the season's hot new toy
CBS News
MGA Entertainment Celebrates Toy of the Year Award with a Slew of New L.O.L. Surprise!™ Dolls, Debuts First L.O.L. Surprise!™ Boys
MGA Entertainment / PR Newswire
LOL Surprise toys could be in short supply this holiday season because of coronavirus | CNN Business
CNN
A small plastic doll sitting in bowl of water with bike pants and a top with "babe" written across it.
ABC News (Australia)
Diva's Unboxes Her New BFF!| L.O.L. Surprise! Stop Motion
L.O.L. Surprise! on YouTube
NPD Group Issues Correction on L.O.L. Surprise! Growth as O.M.G. Dolls Launch
The Toy Book
Why L.O.L. Surprise! dolls are Xmas hits: The unwrapping is pure drama
The Philadelphia Inquirer

Spread Score

How it works
ReachNo data yetContagion35Breadth70VelocityNo data yetLongevityNo data yet53

Numbers

Milestone date
By end of 2018
Dec 2016 to By end of 2018
Platforms
4
Started on Retail
Origin
Mixed
Toys & collectibles

Mechanics

  • Variable rewardPrimary
  • Scarcity drop
  • Platform jump
  • Press loop
  • Controversy

How it spread

Trace the origin

MGA released the dolls in December 2016 and sent them to unboxing creators. Shortages and press coverage followed; NPD named the assortment its top-selling toy in combined 13-market sales for 2018. MGA later announced a Netflix film and related toys.

Documented milestone; not a measured attention peak. Dates use the stated precision; chart positions are date anchors.

Google searchesSep ’16Feb ’17AugDecApr ’18OctFeb ’19JunNovMay ’20NovSep ’21MilestoneRetailOpen webPressTV
RetailOpen webPressTV

13 more events on this chart

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Timeline (16)

  1. December 2016

    MGA Entertainment seed · Dec 2016

    MGA released seven-layer surprise dolls at Target and other US retailers in December.[1][2]

    Open the first post ↗

  2. January 2017

    US toy shoppers commercial · By end of Jan 2017

    The doll assortment ranked first in NPD's US doll sales for January, according to MGA.[2]

  3. February 2017

    Carousel PR / Toys AndMe owner response · Feb 2017

    Carousel arranged a Westfield London launch with Toys AndMe and a fan meet-and-greet.[3][4]

    L.O.L. Surprise! 2017's Must Have Toy

  1. owner response · Sep 26 ’17

  2. press · Nov 6 ’17

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Why it worked

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Origin
Mixed
Sector
Toys & collectibles
Region
US
Reported figure
—
Evidence
Grade B

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