MGA Entertainment details “more innovative products than ever before” for 2020

MGA Entertainment has unveiled a raft of new brands and launches via the 11th annual Sweet Suite@ Home showcase this week, including new Rainbow High Fashion Dolls, a brand new unboxing experience in Secret Crush, and the introduction of its Tobi Robot Smartwatch.

“Oh! So many new, original innovations from team MGAE,” said Isaac Larian, CEO and founder of MGA Entertainment. “It’s been an incredibly challenging year for kids, and the MGAE Team is focused on delivering products now through the holidays that bring smiles and laughter to kids around the world.”

Kicking off, Rainbow High Fashion Dolls features six character dolls, each with their own personality, two outfits and shoes, coloured hair that can be styled, and the unwavering ability to strike a pose for photos with their poseable arms and legs. The cast will also star in a new animated series premiering in the US this autumn.

Meanwhile, Secret Crush is a new unboxing experience that gets kids to use a candy hammer to crush the toy’s heart packaging to reveal a large doll inside. The doll features hidden compartments in which surprises can be found. The mini doll’s hair opens so kids can customise her look. Each big heart package comes with two dolls in one. There are ten to collect in the series.

Next up and the Tobi Robot Smartwatch ‘Comes to Life Before Your Eyes’ with an interactive and playful personality, moving arms & legs, and more than 100 expressions. The Tobi Robot Smartwatch can store up to 3,000 photos or 30 minutes of video, and features action- packed games and activities, a built-in pedometer, a rechargeable battery, and more than 50 watch faces.

The Na! Na! Na! SurpriseTM 3-in-1 Backpack Bedroom Playset is a stylish backpack and fashion accessory that kids can unzip to reveal the secret bedroom playset and fashion closet hidden inside. Details and small play pieces include a real floor-length mirror, fold-out bed with pillows and blanket, and closet with working drawers and hangers.

Closing out the new reveals comes Sing-Along Lilly and Sing-Along Ami by Little Tikes. Both dolls have brush-able hair, changeable clothes, and come with their own teddy bear or bunny doll and accessories to host a tea party.

Larian added: “We also have more exciting products coming for L.O.L Surprise!, Little Tikes, Poopsie and Bratz as we move further into fall and closer to the holiday season. There’s more new, innovative products coming from MGAE in fall 2020 than ever before.”


About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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