Toy Story L.O.L Surprise: world hype and inflated prices

The toy company MGA Entertainment has become one of the most popular in the world with the help of Youtube, Instagram and Snapchat.

MGA Entertainment was founded in 1979 and initially engaged in electronics. After the company acquired the rights to sell Nintendo toys in the US in the late 1980s, it turned into Micro Games of America, one of the largest toy manufacturers on the world market. She leads, in addition to L.O.L Surprise, brands such as Little Tikes, Lalaloopsy, Project Mc2, Bratz, Num Noms and Zapf Creation.

Now the company is the fastest growing among the top five largest toy manufacturers in the US, demonstrating 70% growth in November 2017 and 200% annual growth, including due to the successful sales of Lil Outrageous Littles Surprise.

What a L.O.L.

What is the secret of success?
Last year, L.O.L Surprise won two Australian Toy Association awards in the nominations "Best Doll" and "Best Toy" and became the actual successor to the Bratz doll produced by the same MGAE company, which received the same recognition in 2004. The Guardian and does call the toy "more brightly colored version of Bratz Baby."

The general director of MGAE, Isaak Larian, says that the success of the toy lies in the surprise factor that children like so much: We believe that every element of the toy is packed with an element of magic. However, it's not just that.