MGA dominates August toy sales as L.O.L. Surprise! takes No.1 spot

Published on: 14th September 2021

According to The NPD Group data, the L.O.L. Surprise brand made up four of the top five items in the Dolls category.

MGA Entertainment looks set to dominate the toy market once again ahead of the key Christmas season. According to The NPD Group, MGAE’s leading L.O.L. Surprise! brand was the No.1 selling toy property for August in the UK, as well as the No.1 property within the Dolls supercategory.

MGAE holds the top 5 items in the Dolls supercategory for August, with four L.O.L Surprise! items and one from the Rainbow High brand.

Dolls was the 4th largest supercategory in value size for the month, however it did see a -11% decline compared to the same month in 2020. Regardless of this overall supercategory decline, the top subclass, Fashion Dolls, grew by +13% and was worth nearly a third of total Dolls, whilst every other subclass declined year on year. This was helped by the ongoing popularity and category domination of the L.O.L. Surprise! O.M.G. Fashion doll and Rainbow High ranges.

MGAE also had 11 of the top 50 items YTD and 12 of the top 50 in August, further demonstrating the company’s ongoing dominance within the overall market and suggesting that MGAE could end up as the No.1 property for 2021.

Isaac Larian, CEO and founder of MGA said: “L.O.L. Surprise! will be the No.1 toy brand in 2021 once again, as we continue to create blockbuster toys and fashion dolls during another very tough year for the industry.”

According to The NPD Group, the top five Dolls were

1. L.O.L. Surprise! O.M.G Doll
2. L.O.L. Surprise! Dance Dance Dance Tots
3. Rainbow High Doll
4. L.O.L. Surprise! All Star B.Bs
5. L.O.L. Surprise! Tweens

This Autumn sees the launch of a ground-breaking new theme for L.O.L. Surprise! that is set to further drive the exponential success of the brand and bring together the worlds of toy and entertainment. For the first time ever, the brand will be launching an official L.O.L. Surprise! Movie, which will launch on Netflix this October, bringing fan favourite characters to the big screen, supported with new original music, as well as the Movie Magic toy range which will include dolls, O.M.G. Fashion dolls and playsets.

For more on the range, visit



Friday Blog

Plan ‘A’ all the way …it’s the Friday Blog!

Little Tikes launches Rescue Tales for autumn/winter

PoundToy launches ‘authentic’ new TV campaign

The Point.1888 appoints Hornby’s Aurélie Dilain-Waclawski

John Lewis retains cautious outlook despite greatly improved first half results

YouTube’s Vlad & Niki surpasses 200m subscribers worldwide

Spielwarenmesse Toy Business Forum to bolster ToyAcademy expertise

Bratz is back with special 20th anniversary dolls

Wild response to PlayMonster UK’s #FairiesForNature campaign

Disguise recruits pair to lead EMEA market growth