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MGA Entertainment launched the unboxing toy line L.O.L. Surprise! ("Lil Outrageous Littles") in June 2016. The brand became a huge success for MGA and the L.O.L. Surprise doll assortment was the #1 toy for 2017 through November in the US, according to The NPD Group. MGA Entertainment planned to double the sales of L.O.L. Surprise toys in 2018. Several new higher-priced L.O.L. Surprise toys were released over summer including the L.O.L. Surprise House, L.O.L. Amazing Surprise, and the L.O.L. Bigger Surprise!. The L.O.L. Amazing Surprise Playset was a Top 100 toy on Amazon in November of 2019, according to Shareably. The L.O.L. Surprise brand was expanded in 2019 with the addition of the L.O.L. O.M.G. fashion dolls ("Outrageous Millennial Girls"). The new line received the award of Doll of the Year at 2020's Annual Toy Industry Awards in addition to the main L.O.L. Surprise brand winning the Toy of the Year award for a third consecutive year. 2020 saw the introduction of another spin-off line - the L.O.L. J.K. mini fashion dolls which were released during that summer.

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little outrageous.. littles... two uses of little? bit uh..

okay.

they DO look like Bratz babies hahaha

I was very into bratz babyz as a kid in the sixth grade. I will get a few of these. They're way cute.

Aww these are so cute, very Bratz Babyz lol, I probably won't get them since small figures and babies not really my thing though I might get a few since they are cute and I did really like the Bratz Babyz, it's nice to see a wide amount of African Americans and they are adorable too, though a baby drinking and wearing leather and shades only MGA lol. 

I actually got all the characters finally only took 81 tries lol XD.

Series 2 will be out this month. included in series 2 is lil sisters, a smaller version of the regular lol surpise dolls with 5 layers instead of 7.

L.O.L. 7 Layers of Surprise!

Lil Sisters

The Hip Hop Club

The Opposites Club

The new wave of LOLs looks really cute. I still haven't gotten anymore of the first wave other than Royal Highney, but I wouldn't rule it out. They're great.

I started on the new set. I did notice that half the checklist is blanked out so they aren't all out yet but I still have some to find. They're are 20 regular and 22 lil sisters out now. The little sisters have the same names as the regular dolls which makes little sense lol. They are all cute thou. I've found 18 of the regular dolls and fourteen little sisters so far but I'll probley get them all again lol XD. It just might take a while.

these blind bags are so expensive. tbh i don't think the lil sisters are worth it.

i have only 2 now and bought a 3rd one on the way.

my local stores have yet to get series 2.

They are a bit pricey at ten for the regular and 7 for the lil sisters. The lil sisters are really tiny they are only about an inch tall and only have 2 extras besides the screat message and sticker.

I'm not impressed by the price hike for season 2.

they were already expensive at £7:99, now it's £9:99 for the regulars and £5:99 for the babies but you only get 1 baby?

mmm no.

MGA has had trouble with pricing for years, and I might be wrong but I think this was a bad move. Yes they're popular, but hiking the price just because of popularity is a dick move and could very well cripple their sales. Parents are already dubious of paying £8 for a blind toy, £10 is a definite "no" for many of us.

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