MGA and Zapf showcase new season in window takeover at Hamleys

Published on: 10th September 2021

The window will feature scenes from the new L.O.L. Surprise! movie, a Baby Annabell fairytale castle and a Rainbow High winter wonderland. 

MGA UK & Ireland has unveiled some of its leading new lines for the autumn/winter season with a takeover of Hamleys’ flagship store window in central London.

L.O.L. Surprise! is celebrating the launch of its new movie with a Hollywood-worthy, cinema-style display. Coming to Netflix in October, L.O.L. Surprise! The Movie will be supported by the Movie Magic toy line, which includes the L.O.L. Surprise! Movie Magic dolls. Offering a range of innovative characters that provide fans with an unboxing opportunity like no other, each doll is designed to deliver the ultimate collecting experience.

The new Rainbow High Winter Break dolls will be taking to the slopes in the window display. The collection includes the six original fashion dolls, but with a new winter makeover. All the dolls celebrate their unique style with new outfits and winter accessories, including cocoa mugs, beanies and boots. Each doll also comes with their own snowboard or set of skis, which double up as a doll stand.

Bringing a touch of sparkling glamour to the window, the Na! Na! Na! Surprise takeover will feature the new 2-in-1 Glam Series. Fans will be able to see all of the six new characters – Ari Prism, Alice Hopps, Chrissy Diamond, Cali Grizzly, Maxwell Dane and Victoria Grand – who each come with a quilted metallic clip-on pom purse.

Fans of the UK’s No.1 nurturing doll brand, Baby Annabell, will be able to see the new Little Sweet Princess line showcased in a beautiful fairytale scene. Dressed in a glittering princess gown, gold shoes and tiara, the Baby Annabell Little Sweet Princess doll boasts an array of functions including cheeks that blush when children give her a kiss and sleeping sounds that activate when she is laid down. The window display will feature the doll and her noble steed, Little Sweet Pony, which makes trotting and neighing sounds, in a beautiful 3D castle complete with turrets and sparkling lights.

Sam Wilson, MGA UK marketing director, said: “We have some incredible lines this season in the MGA and Zapf portfolio and wanted to celebrate them in true style, with a takeover of Hamleys’ iconic windows. The creative display showcases some of the best and most exciting products and themes, from the exciting L.O.L. Surprise! movie to the super stylish Rainbow High Winter Break collection, the Na! Na! Na! Surprise Glam series and the magical Baby Annabell Little Sweet Princess range. We’re very proud of our autumn offering and are sure this display will capture the attention and imagination of everyone who sees it.”

For further information on MGA and its brands, please click here, and for further information on Baby Annabell, click here.


Rising cost of living sees retail footfall slump

Melton Toys closes after 12 years in business

Eolo Toys launches Supermasked Stretch Tech Figures

Good weather window results in early start for Light Fund Charity Swim

Hey Duggee set for first live UK tour

Rowan Atkinson immortalised in special Beano comic strip

MGA names Mehran Ravanpay EVP of global manufacturing and supply chain

Friday Blog

Planes, trains and automobiles…it’s the Friday Blog!

Outdoor Toy Awards 2022 winners announced

See the latest new roles added to Toy World’s recruitment round-up