MGA Entertainment enjoys success in dolls category

Jade Burke

By Jade Burke

February 27th 2017 at 11:31AM
UPDATED February 27th 2017 at 12:23PM
MGA Entertainment enjoys success in dolls category

According to The NPD Group, MGA’s L.O.L. Surprise! Dolls climbed to the top spot in the dolls space, while Num Noms was the number two item.

MGA Entertainment is enjoying a successful start to the year, with two of its brands coming out on top in the dolls space.

According to The NPD Group, MGA’s L.O.L. Surprise! Dolls Assortment was the number one item in dolls, while Num Noms Blind Bags Assortment was the number two item in dolls in January 2017.

"The last time MGA dolls were the number one doll brand was in the early 2000s with Bratz," said Isaac Larian, CEO of MGA.

"In 2017, I am delighted that according to The NPD Group we have both the number one and number two spots in the doll ranking, and their success will continue to grow.

Following the launch of L.O.L. Surprise! in December 2016, the new dolls sold out within a week. Meanwhile, Num Noms have gone on to become a best-seller with fans since launching in December 2015.

Larian added: "We expect to keep the momentum up, grow over the competition as the year progresses, and are looking forward to sharing what MGA has in store."

According to The NPD Group, MGA grew nearly 50 per cent in January 2017 versus last year, led by the company’s strong performance in the dolls supercategory.