Fragrance house

LOL Surprise

LOL Surprise was launched by MGA Entertainment in December 2016 as a collectible doll line. Its defining format combines collectability, unboxing, and surprise, with playful characters and imaginative play at the center of its public identity. The concept emerged as MGA observed the growth of toy-unboxing videos on YouTube, and the original LOL Surprise reached Target stores shortly before Christmas 2016, giving the brand an early public breakthrough through the unboxing format. Beginning with toys, the franchise expanded into original entertainment, games, publishing, fashion, live events, and other licensing categories while retaining its unboxing-and-collectability foundation.