L.O.L. Surprise! dolls are one of Gen Z’s biggest toy hits.

L.O.L. Surprise! dolls are one of Gen Z’s biggest toy hits. YPulse has been watching the unboxing collectible trend for a while, and it has only grown in popularity. The rise of the toys coincide with unboxing videos—a favorite of kids’ who watch YouTube— and MGA Entertainment CEO Isaac Larian was actually inspired by product-reveal videos. Parents everywhere are perplexed by the trend, but that hasn’t stopped the toys from becoming bestsellers. Even toy store owners are surprised by the brand’s success, with one saying that trends like Beanie Babies and Webkinz usually have a lifespan, but “L.O.L. isn’t going anywhere.” (NYTimes)