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L.O.L. Surprise! Parent Company Goes DTC, Debuts Loyalty Program

MGA Entertainment, the company behind L.O.L. Surprise!, Little Tikes, MGA’s Miniverse and other beloved toy brands, has launched its own direct-to-consumer (DTC) site and rewards program to get closer to its customers.

Although MGA products will still be available through major retailers, the new shopping destination, aptly named The MGA Shop, is designed to provide toy lovers with convenient features and benefits that wholesale partners can’t offer such as online-only exclusives and limited-quantity merchandise. DTC customers also will gain early access to the newest toys before they hit store shelves.

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