The act of playing is the magic of childhood; when children play with toys, they experience and explore roles and responsibilities, power and social dynamics, practice empathy and develop skills they will need in the future in a safe and secure space.
Dolls have always accompanied the growth of little girls, and according to their design, we can identify, different types and semiotic meanings. As the L.O.L. Surprise dolls are not mobile and do not pose in any way, they are interactive dolls intended to have a passive role with the child who uses them in role-playing or pretend play (Van Leeuwen, 2009). An example of this interaction is the exchange of the dolls' accessories and clothes. This combination of play and imagination contributes to the development of children's ability to understand and interpret social information, such as the development of empathy, and understanding of others' emotions and intentions, and positively influences their cognitive functions, such as inhibiting stimuli or avoiding danger (Hashmi, et al., 2020). Through this type of play, children interact with others and they develop skills that make them more acceptable and open to collaboration (Doyle & Connolly, 1989).
The Cambridge Dictionary defines a creative person as "someone who is able to produce or use original and unusual ideas". When children interact with dolls, they engage in a creative process that breathes life into the doll and their surroundings. MGA Entertainment positions creativity as one of its trademarks and makes extensive use of its social media platforms to demonstrate its efforts. For example, in a recent video published on Instagram, they encourage the creation of DIY paper by reusing doll materials. This type of content is part of the brand's marketing strategy which has the goals of improving its image, engaging customers on a deeper and stronger level to develop a long and fruitful relationship, and orienting children towards a sustainable lifestyle (Gang et al., 2023).
Read More about the Values of MGA Entertainment: MGA Entertainment - Mission and Values
Reel Published from the Official Instagram Account of L.O.L. Surprise on March 22nd, 2024.
"For the crafty #EasterBunnies in the house! Use your L.O.L. Surprise!" https://www.instagram.com/reel/C4yGXgeBDnO/?igsh=MXRkOW82MHM4Y2c3NA==