Unbox 2 OMG fashion dolls with transforming fashions: Stylez and Sashay, 6 LOL Surprise dolls: Big City B.B., Snow Bunny, Snow Leopard, Ice, Agent Baby, and Agent 00L, 2 Lil Sisters: Lil Big City B.B. and Lil Agent Baby, and 2 Pets: Snow Leo Puppy and Agent 00L Puppy.

Each OMG Fashion Show Hair Edition doll comes with hair-transforming Magic Mousse, hair styling tools for easy crimping, curling, waving, or straightening, fierce fashions, and detailed accessories! Collect all 4 Fashion Show OMGs (Lady Braids, Twist Queen, LaRose, and Missy Frost).

Isaac Larian MGA Entertainment

LOL Surprise OMG Fierce dolls are collector doll-quality, can be posed to perfection, and spotlight our most popular LOL characters with a new 11.5” size, new face with stunning features, body sculpts, and stylish, new high-quality fashions.

MGA Entertainment, which makes the dolls, didn't respond to 5 On Your Side's questions. But the company previously said, "L.O.L. Surprise! is a fashion-forward doll brand designed to be fun and expressive." The L.O.L. Boy Series, which is somewhat anatomically correct, has also raised concerns among parents.

What are the reasons for the L.O.L dolls' massive popularity? Many credit the brand's meteoric success to their strategy: leveraging on the growing demographic of children consuming content on YouTube, and the unboxing trend that was happening on the video sharing platform.

Isaac Larian, the CEO, told me in an email that L.O.L. dolls were essentially reverse engineered: The company wanted to cash in on the unboxing and collectibles trends, and so it came up with L.O.L. dolls. MGA Entertainment was told, at first, that kids needed to see a product before they would ask for it, Larian said.

L.O.L. Surprise! dolls are extremely popular with girls ages 3 and up. One version is a roughly 3-inch doll with multiple accessories, all individually wrapped in multiple layers of tissue paper and tucked away inside a plastic ball.

18-inches tall Our Generation® dolls are 18-inches tall, making them comparable to American Girl® dolls.

Lol Dolls, as they're informally known, are three-inch tall figurines that come covered in seven layers of paper and wrapping. Children must delve through this extensive packaging to discover the surprise, small doll within.

What are the reasons for the L.O.L dolls' massive popularity? Many credit the brand's meteoric success to their strategy: leveraging on the growing demographic of children consuming content on YouTube, and the unboxing trend that was happening on the video sharing platform.

Playing a guessing game: the L.O.L Surprise appeal A huge part of L.O. L's appeal relates to the doll's surprise element: By hiding their dolls' identity and making the unwrapping an experience, children become invested in 'unlocking' and collecting as many unique dolls as they can.