The holiday season brings both gift-giving and data about it. | Source: MGA Entertainment

It’s all about the element of surprise.

MGA Entertainment, known for brands such as L.O.L. Surprise!, Rainbow High, Little Tikes, and Bratz, has released the results of a survey it commissioned to examine what matters most to the world of gift-giving, in anticipation of the holiday season. The survey asked 2,000 American gift-givers a number of questions to determine their preferences.

It seems the most crucial thing in gift giving is a surprise element. 80% of survey respondents said that it is more fun to gift when the receiver isn’t anticipating it. Interestingly, many survey respondents even enjoyed not knowing what gift they were giving — 49% said it’s extra fun when the gift is something like a mystery box, so neither giver nor receiver knows what’s inside.

This is good news for MGA Entertainment, as the company focuses in part on mystery box (or mystery ball) items with its L.O.L. Suprise! toys. The toy package is a sphere that includes a doll and accessories, all a mystery until a kid opens it. 

L.O.L. Surprise! dolls come with a doll and surprise accessories. | Source: MGA Entertainment

“The survey results reflect what MGA is all about,” says Isaac Larian, CEO and Founder of MGA Entertainment. “As the creator behind the global sensation L.O.L. Surprise! — or as we like to call it ‘the ball that started it all’ — we know how important the element of surprise is as part of the gifting experience.”

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Kids are likely to be doing a lot of the gift opening, as the survey also found that kids aged 3-9 were described as the “most fun” to give gifts to by 51% of respondents. But that doesn’t mean adults are entirely left out of the gift of toys — 25% of respondents named toys and collectibles as common gifts for adults as the “kidult” market continues to grow.