MGA Entertainment Debuts L.O.L. Surprise! Winter Disco

It’s officially fall, but MGA Entertainment (MGAE) is looking ahead to colder months with the debut of L.O.L. Surprise! Winter Disco.

Arriving at retail around the world this weekend, the new series extension includes glittery and sparkly new L.O.L. Surprise! dolls with a winter flair. The Winter Disco series includes the first-ever L.O.L. Surprise! O.M.G. Collector Series doll, Crystal Star. Dated for 2019, the doll drips in crystals from head to toe. Four additional O.M.G. dolls come with Winter Disco fashions, and are available as a set with their sister L.O.L. Surprise! dolls. There’s also a new play set — the L.O.L. Surprise! Winter Disco Chalet — which features a real ice-skating rink, a chimney that really snows, and a working ski lift.

“A flurry of surprising excitement and L.O.L. Surprise! fun is on the horizon and we are kicking [it] off this weekend with Winter Disco,” says Isaac Larian, CEO and founder of MGAE. “From new L.O.L. Surprise! product launches, to in-store Unboxed! events, to new content to consumer activities throughout the world, the brand is glitterizing the snow, adding layers of sparkle surprises and fierce fashions and turning this most festive season of the year into a Winter Disco! This is by far the best line our MGA Team has produced.”

To usher in the new collection, L.O.L. Surprise! Winter Disco events will take place at locations around the world this weekend — Sept. 28-29. Events include selfie walls, ice skating, unxboxings, and more. In the U.S., Walmart will host events at dozens of stores, while Toys “R” Us Canada will host events chainwide.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book and Co-President of The International Toy Magazines Association (ITMA). He is also 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), New York Comic Con, 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.