MGA Entertainment Comes Out On Top As Leader In The Doll Space Once Again

LOS ANGELES, Feb. 24, 2017 /PRNewswire/ -- MGA Entertainment, the world's leading private toy company, has proven once again that they know the girl space better than anyone, with not one but two of the top new brands currently on the market.

According to The NPD Group* L.O.L. Surprise!™ Dolls Assortment was the #1 item in Dolls, and Num Noms™ Blind Bags Assortment was the #2 item in Dolls in January 2017.

L.O.L. Surprise!™ launched in early December 2016 and sold out within a week, leaving parents to turn to eBay to purchase the dolls in time for the holidays. The dolls offer the ultimate element of surprise—seven layers of unwrapping a prize in each layer, with the fashionable doll as the final surprise.

The food-themed, scented collectibles, Num Noms™, have quickly become a consistent best-seller in the industry since launching in December 2015. With more than 5,000 variations, you can mix, match, stack and collect them all. 

MGA is no stranger to success in the space, but securing the top two spots while heading to Toy Fair New York was a welcomed surprise. "The last time MGA dolls were the number one doll brand was in the early 2000s with Bratz," said MGA CEO, Isaac Larian. "In 2017, I am delighted that according to The NPD Group we have both the number one and number two spots in the doll ranking, and their success will continue to grow."

Larian continues, "We expect to keep the momentum up, grow over the competition as the year progresses, and are looking forward to sharing what MGA has in store." According to The NPD Group*, MGA grew nearly 50% in January 2017 versus last year, led by their strong performance in the Dolls supercategory.

About MGA Entertainment

MGA Entertainment, a consumer entertainment products company headquartered in Van Nuys, California, manufactures innovative lines of proprietary and licensed products including toys and games, dolls, consumer electronics, home décor, stationery and sporting goods. The MGA family includes award-winning brands such as Little Tikes®, Lalaloopsy™, Project Mc2™, Bratz®, Num Noms™, Gel-a-Peel™ and Zapf Creation®. Visit us at www.mgae.com.

* Source: The NPD Group/Retail Tracking Service/January 2017/Dollars

SOURCE MGA Entertainment

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https://www.mgae.com