![]() Executives at MGA Entertainment, the privately held California company behind hits such as Bratz, Lalaloopsy and Little Tikes, came up with the idea for L.O.L. The toy, industry insiders say, is one of the first to be both inspired by and created for the era of YouTube, Instagram and Snapchat. (, meanwhile, is selling the toy for $116.48, while Walmart's Jet.com is charging $159.99.) The Big Surprise, which was released six weeks ago, is sold out online at Target, Walmart and Toys R Us, and is commanding up to 10 times its asking price on eBay. Surprise dolls - the name stands for Little Outrageous Little Surprise - have become an unlikely blockbuster hit in an era of high-tech, movie-inspired toys. “But I was determined to be a cool mom for the first time in my life.” “I knew it was going to be a challenge to find one,” said Lessner, 36. ![]() Lessner fast-forwarded her way through one of them, then set out in search of this season’s hot toy. One, a 13-minute video of a woman opening the Big Surprise, has been viewed 7.1 million times since it was posted Sept. Surprise unboxing videos on YouTube to prove it. Watching that process unfold has become a pastime in itself, and there are thousands of L.O.L. ![]() ![]() Some dolls cry, spit or “tinkle.” Others change color in cold water. It can take hours, purchasers say, to peel away the toy’s layers and figure out exactly what’s inside. Much of the appeal of the Big Surprise is in its slow reveal. The $69.99 toy, she learned, is quite simple: a glittery, dome-shaped plastic case filled with 50 surprises - four dolls, along with accessories, clothing, charms and other knick-knacks - that must be individually unwrapped. She logged on to YouTube, where a 24-minute “unboxing” video clued her in. Surprise Big Surprise on a Chicago radio station, Crystal Lessner was on the hunt for the popular - and increasingly sold-out - toy.īut first, she had to figure out what it was. ![]()
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