MGA Entertainment is to donate a portion of the sales from its new limited-edition LOL Surprise MGAE Cares Frontline Hero doll to a number of children’s hospital charities around the UK and Republic of Ireland.
The move is part of the MGA Entertainment Cares programme, a global effort that was launched by the firm’s CEO Isaac Larian in April this year in order to provide essential support and PPE to healthcare workers and facilities on the frontline of the fight against Covid-19.
Hospital charities that will receive donations from the programme include Birmingham Children’s Hospital Charity, Royal Manchester Children’s Hospital Charity, Glasgow Children’s Hospital Charity, Children in Hospital Ireland, and MGA UK HQ’s hospital, Milton Keynes Hospital Charity.
Each hospital will receive a monetary donation, equivalent to £1 per doll sold, helping to fund much-needed medical equipment and resources for children’s wards. In the case of Children in Hospital Ireland, the money will help support the hospital’s charity work across the ROI, including its play schemes and advocacy efforts.
The L.O.L. Surprise! MGAE Cares Frontline Hero doll has been created to help children understand the importance of current health and safety measures during this time. Dressed in a white lab coat, the doll comes complete with a signature mask accessory sticker and a special MGAE Cares heart sticker.
It is available to purchase now from Smyths, The Entertainer and Amazon.
Samantha Wilson, UK marketing director for MGA Entertainment, said: “These uncertain and challenging times call for us all to get involved and do what we can to help. We are extremely proud to be able to support these five incredible charities through the sale of this product – connecting directly with children in hospitals – and look forward to continuing this support into the future.”
Helen Miles, corporate fundraising manager at the Birmingham Children’s Hospital Charity, added: “We’re so grateful for MGA Entertainment’s generous donation and support, which will help us continue bringing play to our hospital and allow our children to be kids first and patients second.”
Head of fundraising at Glasgow Children’s Hospital, William McGowan, said: “Being in hospital can be a worrying experience for children and young people, and this fear can feel heightened during the ongoing pandemic.
“This generous donation will help to ensure that our young patients and their families receive the extra special care they deserve during this difficult time, supporting them at every step of their hospital journey.”
Previous support under the MGAE Cares programme has included large-scale donations of personal protective equipment to hospitals in the USA and the UK and financial support.