Lalaloopsy is back! | Source: MGA Entertainment

Last month, MGA Entertainment, Inc. (MGAE) pulled back the curtain on its long-awaited relaunch of the Lalaloopsy brand at the Toy Insider‘s Sweet Suite @ Home Event. Now, the brand is officially back on store shelves with a 10th anniversary collection of 25 Lalaloopsy dolls.

The new collection includes reissues of fan-favorite dolls along with new editions. With a focus on classic doll play paired with an emphasis on DIY crafting, each doll has a unique “sewn-on” date and comes with a pet. The dolls are packaged in low-waste packaging that becomes a playset that kids can use to create their own interpretation of Lalaloopsy Land.

Lalaloopsy Princess Party Castle Set | Source: MGA Entertainment

“We’re so excited to share Lalaloopsy with a whole new generation of children who will love to play with her,” says MGAE CEO and Founder Isaac Larian. “It’s obvious our fans miss Lalaloopsy with the amazing petition from moms. Young children love the cute characters, magical stories, and traditional creative play and we love to make our fans happy with the return of Lalaloopsy.”

Following its successful content offerings for brands such as L.O.L. Surprise!, MGAE launched a new digital series, Lalaloopsy: Let’s Create on YouTube. Additionally, catalog titles including the Netflix Original Series We’re Lalaloopsy and a collection of animated films can be found streaming on Amazon Prime Video, cable, and more.

Related: MGA Entertainment Celebrates 20 Years of Bratz with the Return of the Core 4

The new range of Lalaloopsy toys includes Lalaloopsy Dolls, Lalaloopsy Silly Hair Dolls, Lalaloopsy Littles Dolls, and the Lalaloopsy Sew Royal Princess Party packs. Products are available now at major retailers, including Amazon, Target, and Walmart.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.