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Saturday, Nov 23, 2024

#1 Toy 2021: MGA Dolls

Chatsworth-based toymaker MGA Entertainment Inc. was recognized as the manufacturer of the No. 1 fashion doll in the country for its Rainbow High toy, the company announced this month.

The 2021 Report from NPD Group, which analyzes industry sales and retail trends, awarded MGA Entertainment the top slot for the “Fashion Doll” category for the Rainbow High dolls, MGA said in a statement. The brightly colored tweenage dolls with collectible outfits and accessories are especially popular among girls 8 and older. The company’s LOL Surprise! Big BB dolls were the No. 1 seller in the “Large doll” category. 

“#1 Doll and #1 Fashion Dolls says it all! I couldn’t be more thrilled to hear the news. NPD measures what the consumer buys,” Chief Executive Isaac Larian said in a statement. “Thank you to everyone who supports this great brand and thank you to my MGA team for creating and bringing to market such a successful fashion collection.”

Since its 2020 debut, Rainbow High toys have been bestsellers among the “doll” and “fashion doll” categories, gaining increased popularity through its accompanying YouTube and Netflix series. The series recently hit more than a billion views across the platforms, according to a company statement.

“People who say the perfect doll doesn’t exist haven’t played with Rainbow High,” doll collector and YouTube personality Clawdeena said in a statement. “Regardless of age or background, the vivid doll line provides an exquisite level of detail and a diverse array of selections while maintaining an affordable cost that is sure to resonate with any person.”

A single Rainbow High doll runs between $25 and $35, with accessories including doll houses, cars and extra outfits sold separately.

Katherine Tangalakis-Lippert
Katherine Tangalakis-Lippert
Katherine Tangalakis-Lippert is a Los Angeles-based reporter covering retail, hospitality and philanthropy for the San Fernando Valley Business Journal. In addition to her current beat, she is particularly interested in criminal justice topics, health and science stories and investigative journalism. She received her AA in Humanities from Moorpark College in 2016, her BA in Communication from Cal Lutheran University in 2019 and followed it up with a MA in Specialized Journalism from USC in the summer of 2020. Through her work, Katherine aspires to help strengthen the fragile trust between members of the media and the public.

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