It’s hard to find a child over four years old who hasn’t heard of L.O.L. Surprise dolls. Even my 3-year-old could immediately identify the bright pink balls hiding a small mystery doll (or pet) and its accessories. Today, the brand announced a major change to its iconic look: Those pink, plastic balls will soon be no more.
Starting with the launch of its new L.O.L. Surprise Earth Love Dolls, the iconic design is being replaced with a more eco-friendly, heavy duty paper ball. Kids will still get the surprise-and-delight, unboxing experience of popping open the ball and unwrapping the toys inside, only now, parents can feel a little less guilt about tossing the containers that inevitably pile up as kids collect ‘em all. MGAE estimates this move will eliminate three metric tons of plastic from its production, which is the equivalent of about 200,000 plastic water bottles or 7 million (!) single-use plastic straws. (It’s a gradual ramping up; their goal is to replace all plastic balls by 2025.)