doll: L.O.L. Surprise! O.M.G.| Busy B.B.

In December 2016, MGA Entertainment released L.O.L. Surprise! dolls, dolls encased in layers of wrapping paper, with the intention of cashing-in on the unboxing and collectibles trends. Many considered the doll as one of the first to be inspired by and created for an era of social media. The line had a built-in element of surprise and collaboration (for trading and sharing). L.O.L. Surprise! grew to include boys, tiny toys, O.M.G. fashion dolls, pets, accessories, and play sets, among other items.