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Three of the franchise's characters: Merbaby, Diva and Queen Bee.
"In a world where babies run everything, little rockers rebel against nap time and Teacher's Pets become class presidents with "Free Pizza Fridays!" In this world, all work is play and nothing is dull because it's all a lil' surprising and outrageous!"
— MGA's official description of the franchise
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L.O.L. Surprise! is a doll line by MGA that is based on the unboxing trend on online video sites that debuted in December of 2016. Each doll comes with 7 or more layers of surprises hidden inside each product, with the doll itself having an additional water surprise. All of the characters except for the pets are depicted as babies and toddlers. Each doll is grouped into a certain club (four of these are the Glee Club, Athletic Club, Storybook Club and Glitteratti, the latter of which is reserved for rare, glitter-covered dolls). As of February 2016, there are 5 different series of the dolls, with at least 2 different series being released every year. Beginning with Series 3, the series were named after a special gimmick (Confetti Pop for the ball being themed after a confetti ball for Series 3, Eye Spy for the secret messages hidden within the Season 4 products, and Makeover Series for Season 5's dolls, which have real hair). The brand has quickly become of the top-selling toys in the United States.

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The L.O.L. Surprise! toys contain the following tropes:

  • Babies Make Everything Better: Most of the characters are babies.
  • Barbie Doll Anatomy: Played straight with the girls, but it's averted for the boy characters.
  • Excited Show Title!: L.O.L. Surprise!
  • Getting Crap Past the Radar : Some of the color changes are a bit on the Stripperific side.
    • Some of the dolls pee.
    • Most of the dolls do not have painted-on outfits under their clothes.
    • The clothing has slits in the back for easy removal. Which means their butts stick out.
    • The male dolls are anatomically correct.
    • Some of the pets “fart” bubbles.
    • The pets’ accessories are hidden in their... litter boxes. The lid comes complete with molded-on poop that stamps into the litter.
    • The O.M.G. dolls are very curvy. However, this might be a justified case, as they're supposed to be older
  • No Celebrities Were Harmed: Some dolls spoof celebrities. For example, Oops Baby is a spoof of Britney Spears and Queen Bee takes her name from Beyoncé.
  • Shout Out : The dolls based on celebrities.
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    • “Purple Tears” is a parody of “Purple Rain”.
    • The Storybook Club.
    • The Cosplay Club.
    • Dusk’s outfit resembles Wednesday Addams’s signature dress.
  • Spin-Offspring: Inverted with the OMG fashion doll series, which focuses on the characters' older sisters.
  • Three-Month-Old Newborn: Many of the "Little Sisters", who are supposedly baby versions of the main toddler/baby cast, have an identical hairstyle to their older siblings.

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