MGA Entertainment boss, Isaac Larian, has expressed his confidence in achieving “high, double digit growth again” in 2020, following the company’s Toy of the Year Award win for the third year running.
The home of LOL Surprise triumphed once again at this year’s UK Toy Industry Awards, where it took home not only the coveted Toy of the Year Award for LOL Surprise 2-in-1 Glamper, but the Doll of the Year award for its new OMG Fashion Dolls, and Playset of the Year for the 2-in-1 Glamper.
Larian has cited the firm’s focus on developing ‘new’ and ‘original’ toy lines as the driving force behind its success over the last three years.
“Team MGA has now won the Toy of the Year in the UK, three times in a row and with New York Toy Fair 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 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! launched in 2016 and has become a large success both in the UK and US markets, helping to drive the current surprise unboxing trend across the category.
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.
The brand has since 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 more than three 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 fashions accessories.
Also 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.