Industry success for MGA Entertainment as L.O.L. Surprise!, Little Tikes and Zapf Creation triumph in MadeforMums Awards

Industry success for MGA Entertainment as L.O.L. Surprise!, Little Tikes and Zapf Creation triumph in MadeforMums Awards

MGA Entertainment and Zapf Creation have triumphed in the Toy Awards 2021, organised by parenting review site MadeForMums, with multiple award wins.

L.O.L. Surprise! O.M.G. Remix 4-in-1 Plane Playset was awarded Gold in the Best Toy Vehicle category while L.O.L. Surprise! Tweens Fashion Doll was awarded Silver in the Best Doll category.

L.O.L. Surprise! has been a must-have toy for children throughout the UK since launching in December 2016, quickly becoming a global phenomenon as the world’s best-selling toy and driving the unstoppable craze for collectables. Last year, L.O.L. Surprise! O.M.G. Fashion Dolls were established as the number one selling doll range in the UK according to NPD 2020.

Vtech Marble Rush

L.O.L. Surprise! continues to strengthen its offering with the new Movie Magic range which launched earlier this month alongside L.O.L. Surprise! The Movie, which is available to watch on Netflix. The new range allows fans to immerse themselves in the movie world with the launch of three new product lines: L.O.L. Surprise! Movie Magic Dolls, L.O.L. Surprise! O.M.G. Movie Magic Fashion Dolls and L.O.L. Surprise! O.M.G. Movie Magic Studio.

Little Tikes Tobi 2 Directors Camera was awarded Editor’s Choice in the Best Interactive Toy category. The brand continued to show its dominance with gold wins for the My Real Jam Electric Guitar in The Best Interactive Toy category and the Learn & Play Activity Suitcase in the Best Toddler Toy category for ages one to three years.

Little Tikes continues to create play moments for families across the UK with new and existing ranges, with more planned for S22. The My Real Jam range allows children to rock out to their favourite songs with a series of musical roleplay toys, while the Tobi 2 range introduces children to tech in a safe and engaging way.

Zapf Creation continues to lead the nurturing dolls market with its best-selling and award-winning Baby Annabell dolls. The Baby Annabell Sleep Well For Babies doll secured a Bronze in the Best Sleep Aid Toy for Babies category. The soft doll is part of the For Babies range, launched specifically to comfort, soothe, and entertain little ones right from birth.

“Through new and exciting product innovation and creativity, L.O.L Surprise!, Little Tikes and Zapf Creation continue to maintain their position as three of the best-selling toy brands in the UK.”

Samantha Wilson, marketing director at MGA Entertainment UK

Samantha Wilson, marketing director at MGA Entertainment UK, said: “2021 has been another incredibly successful year for MGA and these awards are testament to the brand’s continuing success in the toy market. Through new and exciting product innovation and creativity, L.O.L Surprise!, Little Tikes and Zapf Creation continue to maintain their position as three of the best-selling toy brands in the UK.”

MGA Entertainment, Inc., is a consumer entertainment products company headquartered in California, which creates proprietary and licensed products including toys and games, dolls, consumer electronics, home décor, stationery, and sporting goods. The MGA family includes brands such as L.O.L. Surprise!, Little Tikes, Springlings Surprise, Poopsie Slime Surprise!, Na! Na! Na! Surprise, VIRO Rides and Zapf Creation.

Visit www.mgae.com for more details.

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