The Rise of a Toy Empire: The Future of L.O.L. Surprise Dolls in the Unboxing Era

As the world of L.O.L Surprise continues to expand, will its dedicated fan base continue to follow.

The L.O.L Surprise® toy line, a global phenomenon that has captured the hearts of children and collectors alike, has had an extraordinary journey since its inception in 2016. With the toy industry witnessing a resurgence in recent years, the future of these dolls looks just as promising as their past.

The L.O.L Surprise dolls, created by MGA Entertainment®, have captivated the world with their unique blend of unboxing, collecting, and play. These small, round orbs come with plastic dolls and accessories and have evolved into a variety of styles and sizes. Their packaging is designed to keep the contents a secret until the child removes the outer wrapping to reveal a variety of wrapped dolls and accessories. The excitement of unwrapping each layer to reveal different accessories and ultimately, the doll itself, has led to a massive following among children and collectors.

MGA Entertainment, the company behind the Bratz dolls, launched the L.O.L Surprise line in December 2016. The concept was inspired by the growing popularity of unboxing videos on YouTube, where people would record themselves opening packages to reveal the contents inside. MGA Entertainment saw an opportunity to create a toy that capitalized on this trend and provided a unique experience for children.

The toy line began with a handful of dolls, but their instant success paved the way for more series and expansion into other product categories. To date, there have been numerous series released, with each series introducing new themes and characters such as All-Star B.B.s, Confetti Pop, Holiday, Sooo Mini!, FIFA World Cup, Fashion Show and many more. The L.O.L Surprise line has expanded to include playsets, pets, and even a fashion-forward spin-off called L.O.L Surprise O.M.G. The L.O.L. Surprise O.M.G. line features larger fashionable dolls, including guys.

The L.O.L Surprise dolls have become a global sensation, with sales reaching over 800 million units worldwide by 2021. The toy line has been lauded for its diversity and inclusivity, as the dolls represent various ethnicities, interests, and styles. The dolls and their accessories are colorful from vibrant to pastels, glittery and thematic and there are even L.O.L. guy dolls. This wide appeal has made them a hit among children of different backgrounds and fueled their popularity worldwide.

In 2020, the L.O.L Surprise brand was named the Toy of the Year by the Toy Association, solidifying its place among the top toys in the industry. The brand’s presence has also been felt in the digital realm, with a massive following on social media and the launch of the L.O.L Surprise Official Party, a gaming app available on iOS and Android.

With the continued success of the L.O.L Surprise brand, MGA Entertainment is poised to explore new avenues for growth. Fans can expect new series, collaborations, and product categories in the coming years. There is also potential for expansion into other forms of entertainment, such as animated series or movies, as well as licensing deals for apparel and merchandise, including games and electronics.

As the world of L.O.L Surprise continues to expand, will its dedicated fan base continue to follow. Will L.O.L. meet the same fate as Shopkins and Beanie Babies? The unboxing experience, coupled with the brand’s commitment to diversity and inclusivity, ensures that L.O.L Surprise dolls will remain a beloved part of children’s toy collections today, but children and collectors can be fickle. So, for the time being, L.O.L. will continue to enchant children with surprises, until the unboxing craze eventually subsides.

Barbie’s Body Evolution: Embracing Inclusivity and Challenging Beauty Standards

As society’s perception of beauty evolved, so did the need for a more inclusive representation of body types.

Since her creation in 1959, Barbie® has been synonymous with the world of dolls and has captured the hearts of children and adults alike. The iconic toy has undergone a significant transformation over the years, with Mattel®, the brand behind Barbie, striving to reflect society’s evolving understanding of beauty and the importance of representation. This article explores the journey of Barbie’s body type evolution and its impact on inclusivity and body positivity in the toy industry.

A Brief History of Barbie’s Body

When Barbie first debuted in 1959, she had a distinct hourglass figure, with an impossibly tiny waist and long legs. This body type was considered the epitome of beauty at the time, but it perpetuated unrealistic beauty standards for young girls. As society’s perception of beauty evolved, so did the need for a more inclusive representation of body types.

In 2016, Mattel took a significant step towards inclusivity with the introduction of the “Fashionistas” line, which featured dolls with a variety of body types, including tall, curvy, and petite. This move was hailed as a positive change, with the new body types allowing for a more diverse representation of beauty.

Expanding the Line: More Body Types and Ethnicities

Following the success of the Fashionistas line, Mattel continued to expand Barbie’s range of body types and ethnicities. In 2019, the brand introduced dolls with physical disabilities, including a wheelchair-using Barbie and another with a prosthetic leg. This move was a milestone in the toy industry, as it encouraged inclusivity and representation for children with disabilities.


In 2020, Mattel introduced a new line of gender-neutral dolls called “Creatable World®,” which allowed children to create their own custom characters without being confined to traditional gender norms. This line further emphasized the brand’s commitment to inclusivity and diversity.

The Impact on Society and the Toy Industry

Barbie’s evolution has had a profound impact on the toy industry and society as a whole. By offering dolls with diverse body types, skin tones, and abilities, Mattel has created a more inclusive and representative toy landscape. This change not only empowers children to see themselves in their toys but also helps them understand and appreciate the differences among people.

The transformation of Barbie has inspired other toy companies to follow suit, with brands like Lammily®, a line of dolls that promotes realistic body proportions, and the “Healthy Roots Dolls®,” which celebrate the beauty of natural hair textures.

A Toy Industry Leader Paving The Way

Barbie’s body type evolution reflects a growing awareness of the need for diversity and representation in the toy industry. As Mattel continues to expand its range of inclusive dolls, children can learn valuable lessons about body positivity, self-acceptance, and the importance of embracing differences. With Barbie leading the way, the future of the toy industry appears to be moving towards a more inclusive and representative landscape for all.