MGA takes over Hamleys window for autumn showcase

Published on: 14th September 2022

The Hamleys window display will highlight the latest ranges from MGA collectible fashion doll brands L.O.L. Surprise! and Rainbow High.

MGA Entertainment has unveiled some of its leading new lines for the Autumn/Winter season with a takeover of Hamleys at the flagship store in central London. With spectacular displays, showcasing products from leading brands L.O.L. Surprise! and Rainbow High, the eye-catching MGA window has been designed to capture the imagination of passers-by and shoppers.

Sara Taylor, MD for MGA Entertainment UK & Ireland, said: “We have some incredible new lines this season within the leading L.O.L. Surprise! and Rainbow High portfolio and wanted to celebrate them in true style with a disruptive takeover of Hamleys iconic windows”.

L.O.L. Surprise! is celebrating the launch of a ground-breaking new series in celebration of all things fashion: L.O.L. Surprise! Fashion Show. The range celebrates self-expression through fashion and styling, allowing fans to mix and match fashion accessories and outfits whilst channelling their inner designer to create outfits and hairstyles fit for the runway. The range includes L.O.L. Surprise! Fashion Show dolls, L.O.L. Surprise! O.M.G. Fashion Show dolls, and an L.O.L. Surprise! O.M.G. Fashion Show Mega Runway playset.

Also on display will be the L.O.L. Surprise! Glitter Colour Change Dolls. The best-selling colour change dolls are back with a stunning update and an entirely new colour change surprise of sparkling glitter. L.O.L. Surprise! Glitter Colour Change Dolls features re-released characters and seven surprises to unbox, including a fierce outfit, multiple accessories and glittery hair. Also featuring in the collection are the L.O.L Surprise! Glitter Colour Change Lil Sis and the L.O.L Surprise! Glitter Colour Change Pets.

The Rainbow High window will showcase the new Rainbow High Fashion Doll Series 4. The new collection will increase the brand’s focus on diversity, as two of the characters, Delilah Fields and Jewel Richie, become the first two Rainbow High dolls to launch with visible differences. Jewel Richie has Vitiligo and Delilah Fields has Albinism and is the first doll to wear glasses. Adding these two characters with a disability representation is an important step for the brand and will continue to support the Rainbow High hashtag #letyourtruecoloursshine.

Sara Taylor added: “The creative display showcases some of the best and most exciting products and themes – from the glamorous new L.O.L. Surprise! Fashion Show range to the super stylish Rainbow High Fashion Doll Series 4 range. We’re very proud of our autumn offering and are excited to be celebrating with a truly impactful presence to capture the imaginations of shoppers of all ages.”

For further information on MGA and its brands, please visit the website here.


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