L.O.L. Surprise!

The Sunshine Makeover range features colour change transformations powered by daylight.

The new range features the brand’s first-ever ‘ball-within-a-ball’ unboxing experience

“This collaboration – the largest we’ve done to date – is the latest example of MGA Entertainment’s innovative and creative approach to providing new and exciting products for our loyal and enthusiastic collector community,” said Isaac Larian, Founder and CEO at MGA Entertainment.

“The growth we’ve seen in the toy industry speaks to the fact that parents are willing to put their children’s happiness above all else,” said The NPD Group’s Juli Lennett.

Games and Puzzles enjoyed growth of 55%, Outdoor & Sports Toys was boosted by 22%, Building Sets sales jumped 20% and Arts & Crafts enjoyed a sales increase of 13% during Q1 2020.

Other winners on the night included Mattel’s Pictionary Air, Wow! Stuff’s Harry Potter Invisibility Cloak and LEGO Stranger Things.

“A sold-out TOTY Awards gala underscores the health and vitality of the toy manufacturing and retail community as we focus on building successes in year ahead together,” said Steve Pasierb, president and CEO of The Toy Association.

Spanish Customs recently seized and destroyed over 10,000 pieces of fake L.O.L. Surprise! product.