MGA and Zapf win multiple Loved By Children Awards

Published on: 5th April 2023

MGA Entertainment and Zapf Creation scooped 10 awards for L.O.L. Surprise!, Rainbow High, Little Tikes, Baby Annabell and Baby born.

MGA Entertainment’s Rainbow High impressed judges this year with its inclusive and diverse range of Series 4 characters (pictured). The Series 4 collection, which was awarded Platinum in the Best Doll category, has increased the brand’s focus on diversity, as two of the characters – Delilah Fields and Jewel Richie – have become the first two Rainbow High dolls to launch with visible differences: Jewel Richie has Vitiligo and Delilah Fields is Albino and is the first  Rainbow High doll to wear glasses. According to Circana data, Rainbow High is the No.3 Fashion Doll property and the No.1 fastest growing Fashion Doll.

Best-selling fashion doll and collectible brand L.O.L. Surprise! claimed two platinum wins and one gold for its ground-breaking fashion show range at the Loved By Children Awards. The L.O.L Surprise! O.M.G Fashion Show Hair Edition dolls, complete with over 320 transforming fashion looks and glam accessories, secured top spot in the Best Doll and Best Innovative Toy categories. The global fashion doll brand also claimed gold in the Best Innovative Toy category for the L.OL. Surprise! OMG Fashion Show  Mega Runaway – a play set with over 80 surprises to unbox, including 12 exclusive dolls with fierce accessories.

Outdoor toy brand Little Tikes secured Platinum in the Best Interactive Toy category for its hands-on and interactive Learn & Play 100 Words Spell & Spin Pencil, which allows children to turn letters and spell up to 100 different words and is a great way for kids aged 3+ to develop their vocabulary skills. The brand was also named the winner of the Special Award for Best Collectible Toy 2023 for the Little Tikes Cozy Coupe Let’s Go Cozy Coupe Mini Vehicle Assortment – the new range of collectible Cozy Coupe toys based on the popular animated series.

Zapf Creation also scooped four awards for its leading nurturing doll brands Baby Annabell and Baby born. Baby Annabell solidifies the brand’s position as the No.1 Nurturing Doll Brand in the UK as the Baby Annabell Let’s Play Bath Time secured gold in the Best Interactive Toy category with its realistic water effects.

The Baby born Magic Doll secured top spot for the Best Toy Design 3-6yrs category with its array of realistic functions. Finally, the Baby born My First Swim Girl & Boy 30cm claimed two awards in the Best Bath Toy and Best Innovative Bathtime Product categories. The Baby born My First Swim Girl & Boy 30cm can swim in the tub and is designed for real water play.

Sara Taylor, managing director at MGA Entertainment UK & Ireland, said: “It’s been another amazing year of award wins for MGA Entertainment. It’s great to see our brands win awards across a significant range of categories and we’re delighted the hard work and innovation of our teams has been recognised. We’re excited to see what we can achieve again this year with some of the launches we have in the pipeline.”


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