A portion of the sales from MGA’s L.O.L. Surprise! MGAE Cares Frontline Hero doll will be donated to a number of children’s hospital charities around the UK and Republic of Ireland.

As part of the MGA Entertainment (MGAE) Cares programme, the company is donating a portion of the sales from its new limited-edition L.O.L. Surprise! MGAE Cares Frontline Hero doll to a number of children’s hospital charities around the UK and Republic of Ireland.

The hospital charities 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 local 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 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.”

MGA Cares is a global effort, started by MGA Entertainment’s CEO, Isaac Larian, in April 2020, to provide essential support and personal, protective equipment (PPE) to healthcare workers and healthcare facilities on the frontline of the fight against Covid-19. Previous support has included large-scale donations of personal protective equipment to hospitals in the USA and the UK and financial support.