Mystery toys such as LEGO Collectible Minifigures are proving popular this Christmas

In the year when L.O.L. Surprise! dolls took the toy market by storm, such mystery toys, including LEGO Collectible Minifigures, are being touted as the Chistmas must-haves.

While many are now bigger than the pocket money LEGO Collectible Minifigures, mystery toys, that require an element of “unboxing”, are proving to be the big craze for Christmas. Sales have risen by 30% in the past year, according to a BBC News story, although much of this is down to L.O.L. Surprise! products specifically. Each one features layers of wrapping, making the opening of the toy an anticipation building process.

Sales across the toy market are down by 5% so far this year, when compared to 2017. Mystery toys are doing well within those figures, making up three in ten toys sold.


Yesterday’s DreamToys list, the toy industry’s selection of the best products on the market, highlighted L.O.L. alongside more traditional toys such as LEGO sets. As well as demonstrating the success of mystery toys, the rise of L.O.L. Surprise! dolls highlights the way that small companies can be disruptors to the industry with one extremely successful product, as traditional industry giants such while Mattel, Hasbro and the LEGO Group struggle to maintain growth.

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Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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