Embracing YouTube creators proved to be a deft transfer as the toy, and its many layers of packaging, was a success with the unboxing era. The movies generated tens of millions of views and spurred children to do their very own unboxing, solely reinforcing the play sample. By the finish of 2018, the L.O.L. model had eight of the prime 10 best-selling toys in America, based on NPD group, giving MGA one other hit line to rival the earlier phenomenon of its Bratz dolls. And final 12 months L.O.L. content material on YouTube earned 5.1 billion views, Tubular Labs stated.