L.O.L. Surprise! ("Lil Outrageous Littles") is the unboxing toy line launched by MGA Entertainment on July 7, 2016. The brand became a huge success and the doll assortment was the #1 toy for 2017 through November in the US.
The main collectable series of the L.O.L. Surprise! dolls are the Mystery Capsules. On average each ball costs $10.00 and includes several layers of surprises based on one doll. Each doll belongs to a specific theme or "club", and also has one or two water-based features.
The L.O.L. Surprise brand was expanded in 2019 with the addition of the O.M.G. fashion dolls. Another spin-off line was created in 2020 - the J.K., mini fashion dolls. J.K. was then discontinued officially in 2021, and the second wave was cancelled to make room for the Tweens line.
In a world where babies run everything, little rockers rebel against naptime and Teacher's Pets become class presidents with "Free Pizza Fridays! 🍕" In this world, all work is play and nothing is dull cuz it's a lil' surprising and outrageous!
- Main article: L.O.L. Surprise! Characters
- Series 1
- Series 2 (Lil Sisters)
- Series 3 (Pets, Confetti Pop, Lil Sisters)
- Eye Spy Series (Series 4)
- Makeover Series (Series 5)
- Winter Disco (Series 6)
- Dance Dance Dance
- Movie Magic
- World Travel
- Loves Mini Sweets
- Releases by type
- Special finish
- L.O.L. Surprise! Glitter Series
- L.O.L. Surprise! Glam Glitter
- L.O.L. Surprise! Bling Series (2018)
- L.O.L. Surprise! Sparkle Series (2019)
- Limited Editions
- L.O.L. Surprise! O.M.G. (2019–)
- L.O.L. Surprise! J.K. (2020–2021)
- L.O.L. Surprise! Tweens (2021–)
- L.O.L. Surprise! Charm Fizz
- Big Surprise
- L.O.L. Surprise! Furniture
- Mini L.O.L. Surprise! (2022–)
- Main article: L.O.L. Surprise! Live.