Larian, CEO of the world’s leading privately held toy company MGA, launched the popular toy in December with tremendous success after less than nine months creating the product. Target sold out instantly during the 2016 holiday season and the product’s sales increased by an incredible 500% each week in December. More than 2.5 million dolls have been sold worldwide so far.
According to The NPD Group, L.O.L. Surprise! dolls ranked No. 1 in dolls and No. 3 in total toys for March, holding onto the top spot since January. It was also in January that MGA saw a nearly 50% boost in growth versus last year due to the strong performance in the doll super-category. Year-to-date growth in February for MGA was up 27.6%, outpacing the toy industry, which saw a 1.5% growth