MGA Entertainment launches L.O.L. Surprise! O.M.G

Published on: 10th July 2019

The four fashion doll characters join the hugely popular global brand L.O.L. Surprise!.

The new L.O.L. Surprise! O.M.G. fashion dolls offer fans 20 fierce, fashionable surprises to unbox, and once the surprises are revealed, fans can use the package as a reusable closet and dressing room play set.

The new L.O.L. Surprise! O.M.G. dolls range includes four new characters inspired by L.O.L. Surprise! fan favourites to complete the families of dolls, pets and lils. The first L.O.L. Surprise! O.M.G. series includes: Swag, the big sister of M.C. Swag; Royal Bee, the big sister of Queen Bee; Lady Diva, the big sister to Diva; and Neon-licious, the big sister to Neon Q.T.

With fashion at the forefront of the O.M.G. dolls’ personas, each doll has been designed to offer a full fashion look and is made with silky hair that kids can style, brush and wash. The L.O.L. Surprise! O.M.G. sisters are also articulated in their neck, shoulders, wrists, elbows and more, which allows them to be posed for runway walks or photos.

“L.O.L. Surprise! O.M.G. fashion dolls are on-trend and relatable to kids,” said Isaac Larian CEO and Founder of MGA Entertainment. “MGAE continually delivers innovative and creative consumer products that leave the L.O.L. Surprise! fan base wanting more, as indicated by the 3.6m fans who have tuned into CookieSwirlC unbox video – I’ve never seen anything like it. There’s no other doll in the market that compares to the L.O.L. Surprise! O.M.G. dolls.”

The new dolls let fans experience a new signature unboxing experience, with packaging that transforms into a reusable dressing room play set. Sliding the package apart will reveal the doll’s silhouette, biography and the first set of surprises. The curated fashions are wrapped in new, reusable packaging, creatively designed as garment bags, hat boxes, shoe boxes and more. The outfits include details like real studs and layered fabrics. After further unboxing, fans will reveal the ‘dressing room’ where the doll is waiting to be dressed.


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