MGA UK & Ireland has unveiled some of its leading new lines for A/W with a takeover of Hamleys flagship store in central London.

With products and scenes from brands such as L.O.L. Surprise!, Rainbow High, Na! Na! Na! Surprise and Baby Annabell, the window is billed as ‘the most magical yet, capturing the imagination of passers-by and all of the store’s little (and big) shoppers’.

Fashion doll and collectable brand L.O.L. Surprise! is celebrating the launch of its new movie, L.O.L. Surprise! The Movie, with a Hollywood-worthy, cinema-style display. Coming to Netflix in October, the movie will be supported by the Movie Magic toy line, which includes L.O.L. Surprise! Movie Magic dolls.

Vtech Marble Rush

In another display, the new Rainbow High Winter Break dolls take to the slopes. The collection includes the six original fashion dolls but with a winter makeover of new outfits and winter accessories, including cocoa mugs, beanies, and boots. Each doll also comes with her own snowboard or set of skis, which double up as a doll stand.

Bringing a touch of sparkling glamour to the window, the Na! Na! Na! Surprise takeover will feature the new 2-in-1 Glam Series. Fans will be able to see all the six new characters – Ari Prism, Alice Hopps, Chrissy Diamond, Cali Grizzly, Maxwell Dane, and Victoria Grand – who each come with a quilted metallic clip-on pom purse.

Fans of the nurturing doll brand Baby Annabell will be delighted to see a fairy-tale scene showcasing the new Little Sweet Princess line. Dressed in a glittering princess gown, gold shoes and tiara, Baby Annabell Little Sweet Princess doll has an array of functions, including blushing cheeks when children give her a kiss and sleeping sounds when laid down. The display features the doll, along with her noble steed Little Sweet Pony who makes trotting and neighing sounds, in a 3D castle complete with turrets and lights.

“We have some incredible lines this season in the MGA and Zapf portfolio and wanted to celebrate them in true style, with a takeover of Hamleys iconic windows”

Sam Wilson, MGA UK marketing director

Sam Wilson, MGA UK marketing director, said: “We have some incredible lines this season in the MGA and Zapf portfolio and wanted to celebrate them in true style, with a takeover of Hamleys iconic windows. The creative display showcases some of the best and most exciting products and themes – from the exciting L.O.L. Surprise! movie to the super stylish Rainbow High Winter Break collection, the Na! Na! Na! Surprise Glam series and the magical Baby Annabell Little Sweet Princess range. We’re very proud of our Autumn offering and are sure this display with capture the attention and imagination of everyone who sees it.”

For further information on MGA and its brands, visit www.mgae.com  

For further information on Baby Annabell, visit www.baby-annabell.co.uk

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