In a year that has brought major shifts at retail and in consumer purchase habits, MGA Entertainment (MGAE) is setting the stage for the upcoming holiday season. According to the NPD Group, MGAE is the No. 1 Dolls corporate manufacturer year to date (YTD) for August and has the No. 1 and No. 2 toys YTD. Parent-trusted brand Little Tikes outperformed the industry in August, with sales up 90 percent.
Additionally, MGAE holds two of the top ten toy properties in the U.S. YTD: L.O.L Surprise! at No.1 and Little Tikes at No. 8. MGAE also captured nine of the top 10 items in dolls. As for the number of MGAE items in the top 50, MGAE has 16 of the top 50 items YTD, or 32 percent of top 50 toys; as well as 15 of the top 50 for the month of August.
“Team MGAE, over and over again, has created blockbuster toys and fashion dolls in a very tough market,” said Isaac Larian, CEO and founder of MGA Entertainment.? “From Bratz to Moxie to Project MC
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to now L.O.L Surprise! (No. 1 and No. 2 fashion doll) and Rainbow High, which is the third best-selling fashion doll after four weeks on retail shelves.”
According to The NPD Group,
- MGA had four of the top five fashion dolls class items in August.
- L.O.L. Surprise! O.M.G. Doll (No. 1)
- L.O.L. Surprise! O.M.G. Lights (No. 2)
- Rainbow High Doll Asst (No. 3)
- L.O.L. Surprise! JK Mini Fashion Doll (No. 4)
- L.O.L. Surprise! was the No. 2, Rainbow High No. 5 and Na! Na! Na! Surprise No. 6 growth property in total dolls for the month of August.
- Rainbow High Doll Asst was the No. 7 doll and was the No. 3 fashion doll for August.
- L.O.L. Surprise! was the No. 2 and Rainbow High No.4 property in the fashion dolls and accessories subsegment in August.
- MGA also has a 49 percent dollar share of the playset dolls and accessories segment YTD.
- L.O.L. Surprise! O.M.G. Doll Asst was the No. 1, L.O.L. Surprise! O.M.G. Lights Asst No. 7, and Rainbow High Doll Asst was the No. 13 item in total toys in August.