Chatsworth toy maker wants its LOL franchise mega dollhouse to be on holiday shopping lists this year – Daily News


Chatsworth-based toy maker MGA Entertainment, Inc has launched a $ 229 mini-mansion, which features a pool, drive-in and slide. The LOL OMG House of Surprises just hit the shelves ahead of the holiday season at Target Corp, Walmart Inc. and Amazon.

But the folks at MGA and other retail leaders have urged consumers not to wait too long to purchase toys or other items that are high on your vacation list.

“Go out and buy some toys now,” said Ed Desmond, executive vice president of the Toy Association this week. “If you see any toys that you think the kids will want for Christmas, pick them up now and put them away to make sure you have them. Right now the stores have a fairly healthy supply. We just don’t know what’s going to happen when we get closer to Christmas. “

RELATED: Vacation Shopping Now, Toy Official Says As Port Congestion Continues In Los Angeles, Long Beach

Desmond’s remarks came during Port of Los Angeles Executive Director Gene Seroka’s monthly online press conference to provide updates on what has been an unprecedented multi-month record increase in freight.

MGA Entertainment is one of many toy companies that strive to ensure sufficient supplies are on the shelves before most people start shopping for gifts.

Since October, ports have struggled to clear the backlog due to lack of access to empty containers, shortage of equipment and stevedores moving cargo off ships. Currently, the ports of Los Angeles and Long Beach have a record 146 ships.

“Due to the shipping container crisis, there is going to be a major shortage of toy products this year, but the demand will still be there,” wrote Isaac Larian, CEO and founder of MGA, in an email. “What’s not going to be there is the product to meet the demand, so I strongly encourage buyers and parents to buy now for the holidays.”

Long Beach Port Executive Director Mario Cordero said a week ago that both ports will need to continue to adapt to ongoing consumer demands that require port efficiency and close monitoring of port customer costs.

Jonathan Gold, vice president of supply chain and customs policy for the National Retail Federation, said the organization’s vacation outlook would not be released for a few weeks.

But, he said, the first holiday purchases are expected this year.

Desmond, meanwhile, said more in-person shopping was expected compared to the 2020 vacation, when the country was in the midst of a deadly winter wave of coronavirus.

“As things have opened up,” agreed Gold, “the economy is in a very different situation from last year.”

Ports announced new measures on Friday, including expanded pickup and return times for trucks, to improve the movement of goods and reduce delays.

Both ports have announced that they will increase the number of hours that trucks can return and pick up containers, and the Port of Long Beach is expanding operations to overnight as a first step towards a 24-hour supply chain and 7 days a week.

Larian, meanwhile, expects his new pink and blue dollhouse to fly off the shelves.

“Kids love dollhouses,” Larian said. “Parents want sustainability. We have combined the two – this is a wooden dollhouse – which is suitable for all dolls large and small and fashion dolls including Rainbow High, Bratz, Nanana surprise, LOL OMG and even Barbie.

The LOL OMG House of Surprises swivels 360 degrees and offers a 1980s aesthetic and 10 rotating rooms with a rooftop patio, a stocked refrigerator and a pool that can be filled with water. Dolls can be purchased separately.

Amandine Consorti, vice president of design of the company, said that she drew inspiration for the toy “from different styles of art and design. Design details and color palettes have come from 1920s Art Deco architecture to 1950s retro diners and 80s glowing neon lights, geometric shapes and throw prints.

Editor-in-chief Donna Littlejohn and City News Service contributed to this report

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