Multiple wins for MGA Entertainment in Loved by Children Awards

MGA Entertainment (MGAE) has triumphed in this year’s Loved By Children Awards, with multiple wins for L.O.L Surprise!, Rainbow High, Glitter Babyz, Little Tikes, Baby Annabell and BABY born Surprise. MGAE brands were named as winner in nine of the 10 Playtime categories.

Best-selling fashion doll and collectable brand L.O.L. Surprise! claimed three platinum wins. The must-have L.O.L. Surprise! O.M.G. House of Surprises, complete with over 85+ surprises and 10 fully equipped rooms over four storeys, was awarded top spot in the Best Dolls House group. The brand also claimed Best Activity Toy for the L.O.L. Surprise! O.M.G. Movie Magic Studios – a movie toy playset with 70+ surprises and a 3D unboxing experience. The brand’s third accolade saw the L.O.L. Surprise! O.M.G. 4-in-1 Glamper winning Platinum in the Best Interactive Toy 3-6 years category. The playset features 10+ hangout areas and 55+ surprises with endless opportunities for imaginative play.

Little Tikes, meanwhile, won accolades in four different categories. Rescue Tales Groom N Go Pet Backpack took the Gold award in both the Best Activity Toy and Best Play Set categories. Little Tikes’ Tobi 2 Director’s Camera snapped up Gold in Best Electronic Toy category, and Platinum in the Best Toy Design category. The final award came in the Best Innovative Toy 2022 category, where the recently launched My Real Jam Electric Guitar scooped Platinum.

MGA claimed a second spot in the Best Interactive Toy 3-6 Years category, as its Rainbow High Colour Change Car took Gold. With seatbelts, moving wheels and a steering wheel, the car can light up in eight different colours, making it a great place for the colour-popping Rainbow High dolls to be seen. The car also claimed Gold in the Best Electronic Toy category.

MGA Entertainment’s brand-new nurture doll collection, Glitter Babyz, were awarded Platinum for Best Doll or Soft Toy 3 years plus. Launched in September, Glitter Babyz are glitter-themed nurture dolls aimed at sparking children’s imagination, and are expected to be hugely popular this Christmas. The new brand focuses on developing nurturing play patterns by encouraging fans to keep the magic in their dolls alive and sparkling by feeding them a bottle, changing their nappies, giving them a bath and laying them down for nap time.

Baby Annabell Little Sweet Princess took the top spot in the Best Doll for Soft Toy 1-3 Years category, scoring Platinum. The UK’s number-one nurturing doll brand also scored Gold in the Best Innovative Toy category for its Baby Annabell 43cm doll.

Finally, BABY Born Surprise Mini Babies were named winner of the Special Award for Best Collectible Toy 2022. The collectibles come wrapped in their own themed swaddles, and kids can unwrap them to discover which Mini Baby or Babies they have claimed, with endless surprises to open up.

Samantha Wilson, Marketing Director at MGA Entertainment UK, says: “This has been a strong year for all of our brands, and it’s great to see the hard work and innovation of our teams recognised in such a significant way. We’re delighted to have won so many Playtime awards this year and knowing what we have in the pipeline, we are well placed to keep up this momentum, delighting parents, children, and industry peers with our upcoming launches.”


About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and Get in touch at

Check Also

ToyNews acquired by Toy World

ToyNews and its sister title Licensing Biz have been acquired by Alakat Publishing, the publisher of Toy …