L.O.L. Surprise! Wins “Toy of the Year” Award for Third Consecutive Year

Winners were honored at The Toy Industry Hall of Fame induction ceremony, held in New York at the Ziegfeld Ballroom.

Maybe, it wasn’t that much of a surprise! MGA Entertainment’s L.O.L. Surprise! collectibles won “Toy of the Year” for the third consecutive year at the 20th Annual Toy of the Year Awards (TOTY), described as the ‘Oscars’ of the toy industry. Winners were honored at The Toy Industry Hall of Fame induction ceremony, held in New York at the Ziegfeld Ballroom.

L.O.L. Surprise! took home two other prizes as well, snagging the People’s Choice fan-favorite award for its ZURU’s Rainbocorns Ultimate Sequin Surprise Series 2. L.O.L. Surprise’s O.M.G. Fashion Dolls won Doll of the Year. The toys are beloved for their concealed surprise elements, with kids sharing their “unboxing” videos and reveals on social media.

“What an incredible fete – it’s a threepeat!!  Am so very grateful for the L.O.L Surprise! fans who are the reason why Team MGA continues to bring such creative and innovative dolls to retail,” says Isaac Larian, CEO and Founder of MGAE. “I’m very proud of the team and grateful for the recognition that the Toy Industry Association has given us. I love toys and am excited for the new, original innovations that are in the pipeline for 2020.”

More than 600 entrants vie for these prestigious awards, with category winners chosen by mass and specialty toy retailers, media, Toy Association members and consumers. The full roster of 2020 TOTY winners is as follows:

  • Action Figure of the Year: Disney Pixar Toy Story Basic Figures by Mattel, Inc.
  • Collectible of the Year: L.O.L. Surprise! Winter Disco Series by MGA Entertainment
  • Construction Toy of the Year: LEGO® CITY Deep Space Rocket and Launch Control by LEGO Systems, Inc.
  • Creative Toy of the Year: Star Wars: Galaxy’s Edge Droid Depot Custom Astromech Units by Disney Parks
  • Doll of the Year: L.O.L. Surprise! O.M.G. Fashion Dolls by MGA Entertainment
  • Game of the Year: Pictionary Air by Mattel, Inc.
  • Infant/Toddler Toy of the Year: Fisher-Price® Linkimals™ by Mattel, Inc.
  • Innovative Toy of the Year: Harry Potter Invisibility Cloak by Wow! Stuff
  • License of the Year: Baby Shark by Pinkfong
  • Outdoor Toy of the Year: Create A Castle by Create A Castle
  • Playset of the Year: Mars Space Station by PLAYMOBIL
  • Plush Toy of the Year: Pinkfong Baby Shark Song Puppets with Tempo Control by WowWee
  • Preschool Toy of the Year: Coding Critters by Learning Resources®
  • Specialty Toy of the Year: LEGO® Stranger Things The Upside Down by LEGO Systems, Inc.
  • STEM/STEAM Toy of the Year: LEGO® BOOST Star Wars™ Droid Commander by LEGO Systems, Inc.
  • Vehicle of the Year: Hot Wheels Mario Kart Die-Cast Vehicle Assortment by Mattel, Inc.

“We commend this 20th  anniversary year’s outstanding TOTY winners and esteemed Hall of Fame inductees who have captured kids’ hearts and inspired millions through play,” says Steve Pasierb, president & CEO of The Toy Association. “The entrants and the program itself reflect the toy community’s unmatched passion, innovation, and creativity.” All proceeds from The Toy of the Year program and event benefit The Toy Foundation, which partners with toy companies to bring new toys to disadvantaged children.



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