Top Brand Also Wins Doll of the Year and Playset of the Year!


The UK Toy Industry Awards recognise the very best in the toy industry, celebrating outstanding achievement and excellence. MGA Entertainment (MGAE) has triumphed again at this annual event, taking home the coveted Toy of the Year Award for L.O.L. Surprise! 2-in-1 Glamper!  This is the third consecutive year for the brand to win!  In addition, L.O.L Surprise!™ took home the prestigious Doll of the Year award for the new O.M.G. Fashion Dolls and Playset of the Year for the 2-in-1 Glamper!

Isaac Larian, CEO and Founder of MGA Entertainment, said: “Team MGA has now won the Toy of the Year in the UK, three times in a row and with NYTF around the corner, we are looking for a three-peat at the US TOTY awards, as well. This win proves that NEW, ORIGINAL toys drive the toy business. It is #MGATime2020. We will achieve high, double digit growth again – six years in a row — in 2020 based on our NEW, ORIGINAL principle.  I am incredibly proud of my team in the UK and around the world!”

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. According to December 2019 data provided by NPD, the O.M.G. fashion dolls are now the number one selling doll range in the UK.

As L.O.L. Surprise!™ continues to excite fans, the brand has announced the launch of its newest series #Hairvibes, as well as the next round of the L.O.L. Surprise!™ O.M.G. fashion dolls celebrating all things fashion. L.O.L. Surprise!™ #Hairvibes brings the biggest L.O.L. Surprise!™ ball yet and holds 3+ hair wig pieces that can be used to design numerous fierce, custom hairstyles and looks. The L.O.L. Surprise!™O.M.G fashion dolls feature four new characters complete with mix and match fierce fashions and fabulous accessories.

MGA Entertainment continues to remain at the forefront of the toy industry by launching exciting new brands and products for retailers and fans. New for 2020 is the recent launch of a range of licensed toys by Little Tikes® and Moonbug, Little Baby Bum. The digital animated show features classic nursery rhyme stories and kids’ songs and has already amassed a following of nearly 24-million subscribers.

The latest collectable doll brand craze from MGA Entertainment, Na! Na! Na! Surprise™ has also just launched in the UK. The new, 2-in-1 surprise starts with a fun confetti-popping experience that reveals a soft pom purse. Open the pom and one of six, first-ever soft-articulated fashion dolls and accessories emerge. The new brand will be supported by stand out and attention grabbing PR and digital campaigns, influencer activity, launch events and activations.


MGA Entertainment, Inc., a consumer entertainment products company headquartered in Chatsworth, California creates innovative proprietary and licensed products including toys and games, dolls, consumer electronics, home décor, stationery and sporting goods. The MGA family includes award winning brands such as L.O.L. Surprise! ™, Little Tikes®, Springlings Surprise™, Num Noms™, Poopsie Slime Surprise!™, Project Mc2 ™, Crate Creatures Surprise!™, VIRO Rides™, Na! Na! Na! Surprise and Zapf Creation®. Visit us at