The new dolls feature accessories and outfits inspired by General Mills cereal brands. | Source: MGA Entertainment/The Toy Book

MGA Entertainment, makers of popular L.O.L. Surprise! capsules, have entered into a licensing deal with the food company General Mills to produce a number of L.O.L. Surprise dolls and accessories based upon well-known cereal brands. 

The brands Trix, Cinnamon Toast Crunch, Wheaties, Lucky Charms, Honey Nut Cheerios, Cocoa Puffs, Franken Berry, Count Chocula, and Boo-Berry will all feature in this collection, Series 1 in what the collaboration is calling “L.O.L. Suprise! Loves Mini Bites.”  

The full Series 1 offerings include a variety of cereal-branded dolls. | Source: MGA Entertainment

The company is particularly targeting the ever-talked-about kidult market with this new series of dolls. Following a survey from MGA that stated over a fourth of Americans named toys or collectibles as a common gift for adults, the company hopes that the cereal-branded dolls and accessories can encourage nostalgic feelings in adult collectors. The overall survey talked about gift-giving trends and revealed that gifts are even more fun for 49% of people when it’s a surprise to both giver and recipient, a strong number for a company that offers surprise capsules. 

The company has other food-based series within its L.O.L. Surprise! mystery capsule lines as well, with the Mini Sweets doll line recently expanding to include Jelly Belly, Mentos, and other candy brands. 

Related: MGA Entertainment Launches L.O.L. Surprise! Shoutouts Custom Video Messages

The new L.O.L. Surprise! Loves Mini Bites series of dolls and accessories are available now at a variety of retailers. The capsules are designed for ages 4 and up but are also targeting adult collectors in the toy industry’s continued bid to keep kidults interested and buying.

About the author

Bug Hartsock

Bug Hartsock

Bug is a News Writer for The Toy Insider, The Pop Insider, and The Toy Book. They are also a Master’s student in biology, currently studying sleep in arthropods. When they aren’t writing or working with small critters, they spend their time reading sci-fi novels, playing tabletop RPGs, or throwing creative projects at the wall. Bug had a mullet once, and is not against having one again. Reach out or find more from them at their website.