New L.O.L. Surprise! Earth Love Has Eco-Friendly Packaging
MGA Entertainment, Inc. (MGA), the largest and fastest growing privately held toy company in the U.S., today announced that in April the company will begin to produce their globally recognized and highly popular L.O.L. Surprise!™ iconic spherical packaging using sustainable materials, like bamboo, wood, sugar cane and other natural materials, in place of plastic. The new spheres are compostable and do not include plastic wrapping. Launching with the first of these sustainable spheres is the all new L.O.L. Surprise!™ Earth Love™, just in time for Earth Day, featuring two new characters, Earthy B.B. and Grow Grrrl. These new dolls come with gardening accessories and can be found exclusively at Walmart.
By Fall 2022, the company plans to transition about 65 percent of their L.O.L. Surprise! plastic balls to the new sustainable packaging at all retailers globally, while still providing the unique and thrilling unboxing activity loved by kids around the globe. As a result of this packaging update, it is estimated that about 45 million L.O.L. Surprise! toys will be produced with sustainable packaging, representing at least three metric tons of plastic eliminated from the toy line in 2022 alone. In addition, the launch of L.O.L. Surprise! Earth Love toys and the new packaging hopes to spark important conversations about the environment and sustainability with families around the globe.