Lalaloopsy is back! | Source: MGA Entertainment

At the Toy Insider’s Sweet Suite @ Home event last month, attendees got a sneak-peek at something very cool. Following a petition to bring the brand back, MGA Entertainment (MGAE) — the company behind Bratz, Little Tikes, and L.O.L. Surprise! — officially revealed plans to relaunch Lalaloopsy for its 10th anniversary.

Following a surprise launch at select retailers over the weekend, Lalaloopsy is back with a collection of 25 dolls that includes reissues of fan-favorites along with new editions. With a focus on classic doll play paired with an emphasis on DIY crafting, each doll has a unique “sewn-on” date and comes with a pet. The dolls are packaged in low-waste packaging that becomes a playset that kids can use to create their own interpretation of Lalaloopsy Land. At launch, one of the biggest sets is the Sew Royal Princess Party large castle set that includes Lalaloopsy dolls in multiple sizes!

Lalaloopsy Princess Party Large Castle Set | Source: MGA Entertainment

Following its successful content offerings for brands such as L.O.L. Surprise!, MGAE launched a new digital series, Lalaloopsy: Let’s Create on YouTube. Additionally, catalog titles including the Netflix Original Series We’re Lalaloopsy and a collection of animated films can be found streaming on Amazon Prime Video, cable, and more.

Related: MGA Entertainment Drops a Little Tikes Dino Ride-On AND a Massive L.O.L. Surprise Dollhouse

The new range of Lalaloopsy toys includes Lalaloopsy Dolls, Lalaloopsy Silly Hair Dolls, Lalaloopsy Littles Dolls, and the Lalaloopsy Sew Royal Princess Party packs. Products are available now at major retailers, including Amazon, Target, and Walmart.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

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