The NPD Group issued a correction for its most recent U.S. Toys Executive Summary — sent to NPD clients who subscribe to NPD’s U.S. Toys Retail Tracking Service — in regard to MGA Entertainment’s L.O.L. Surprise! brand.
According to the updated edition of NPD’s May 2019 summary, L.O.L. Surprise! grew 47% in May versus the same period last year. On June 27, NPD issued an incorrect version of the summary, stating that L.O.L. Surprise! declined 21%, when, in fact, the brand saw an increase. The updated summary was sent to subscribers on June 28.
“We extend our apologies to MGA Entertainment and others who may have been affected by the incorrect data,” says Joanne Hageman, president, U.S. entertainment sector at The NPD Group. “Although the executive summary is sent only to NPD clients, in the event that the corrected data was not seen by those who saw the original, we want to set the record straight.”
MGA is currently launching O.M.G., its latest brand extension for L.O.L. Surprise! The fashion dolls began hitting retail this week.