The Psychology Behind Kids' L.O.L. Surprise! Doll Obsession

Jack Taylor, Getty Images
Jack Taylor, Getty Images

Isaac Larian, the founder and CEO of toymaker MGA Entertainment, is an insomniac. Fortunately for him, that inability to sleep forced him to get up out of bed one night—a move that ended up being worth $4 billion.

Larian’s company is the architect of L.O.L. Surprise!, a line of dolls with a clever conceit. The product, which retails for about $10 to $20, is encased in a ball-shaped plastic shell and buried under layers of packaging, forcing children to tear through a gauntlet of wrapping before they’re able to see it. The inspiration came on that highly profitable sleepless night, which Larian spent watching unboxing videos on YouTube. It resulted in the first toy made for a generation wired for delayed gratification.

The dolls first went on sale in test markets at select Target stores in late 2016. MGA shipped out 500,000 of them, all of which sold out within two months. A Cabbage Patch Kid-esque frenzy came the following year. By late 2018, L.O.L. Surprise! (the acronym stands for the fancifully redundant Little Outrageous Little) had moved 800 million units, accounted for seven of the top 10 toys sold in the U.S., and was named Toy of the Year by the Toy Association. Videos of kids and adults unboxing them garner millions of views on YouTube, which is precisely where Larian knew his marketing would be most effective.

A woman holds a L.O.L. Surprise doll and packaging in her hand
Cindy Ord, Getty Images for MGA Entertainment

The dolls themselves are nothing revolutionary. Once freed from their plastic prisons, they stare at their owner with doe-eyed expressions. Some “tinkle,” while others change color in water. They can be dressed in accessories found in the balls or paired with tiny pets (which also must be "unboxed"). Larger bundles, like last year’s $89.99 L.O.L. Bigger Surprise! capsule, feature a plethora of items, each individually wrapped. It took a writer from The New York Times 59 minutes to uncover everything inside.

This methodical excavation is what makes L.O.L. Surprise! so appealing to its pint-sized target audience. Though MGA was advised that kids wouldn’t want to buy something they couldn’t see, Larian and his executives had an instinctual understanding of what child development experts already knew: Kids like looking forward to things.

Dr. Rachel Barr, director of Georgetown University’s Early Learning Project, told The Atlantic that unboxing videos tickle the part of a child’s brain that enjoys anticipation. By age 4 or 5, they have a concept of “the future,” or events that will unfold somewhere other than the present. However, Barr said, they’re also wary of being scared by an unforeseen outcome. In an unboxing video, they know the payoff will be positive and not, say, a live tarantula.

L.O.L. Surprise! is engineered to prolong that anticipatory joy, with kids peeling away wrapping like an onion for up to 20 minutes at a time. The effect is not entirely novel—baseball card collectors have been buying and unwrapping card packs without knowing exactly what’s inside for decades—but paired with social media, MGA was able to strike oil. The dolls now have 350 licensees making everything from bed sheets to apparel. Collectors—or their parents—can buy a $199.99 doll house. So-called “boy toys” are now lurking inside the wrappers, with one, the mohawk-sporting Punk Boi, causing a mild stir for being what MGA calls “anatomically correct.” His tiny plastic genital area facilitates a peeing function.

Whether L.O.L. Surprise! bucks conventional toy trends and continues its popularity beyond a handful of holiday seasons remains to be seen. Already, MGA is pushing alternative products like Poopsie Slime Surprise, a unicorn that can be fed glitter and poops a viscous green slime. An official unboxing video has been viewed 4.2 million times and counting.

Great White Sharks May Have Led to Megalodons' Extinction

iStock.com/cdascher
iStock.com/cdascher

The megalodon has been extinct for millions of years, but the huge prehistoric shark still fascinates people today. Reaching 50 feet long, it's thought to be the largest shark to ever stalk the ocean, but according to a new study, the predator may have been brought down by familiar creature: the great white shark.

As Smithsonian reports, the analysis, published in the journal PeerJ, finds that the megalodon may have vanished from seas much earlier that previously believed. Past research showed that the last megalodons died roughly 2.6 million years ago, a time when other marine life was dying off in large numbers, possibly due to a supernova blasting Earth with radiation at the end of the Pliocene epoch.

A team of paleontologists and geologists revisited the fossils that this conclusion was originally based on for their new study. They found that many of the megalodon remains had been mislabeled, marked with imprecise dates, or dated using old techniques. After reassessing the specimens, they concluded that the species had likely gone extinct at least 1 million years earlier than past research indicates.

If the megalodon vanished 3.6 million years ago rather than 2.6 million years ago, it wasn't the victim of supernova radiation. One known factor that could explain the loss of the 13 million-year-old apex predator at this time is the rise of a new competitor: the great white shark. This predator came on the scene around the same time as the megalodon's decline, and though a full-grown great white shark is less than half the size of a mature megalodon, the species still would have been a stressor. Adult great whites likely competed with juvenile megalodons, and with the megalodon's favorite prey—small whales—becoming scarce at this time, this may have been enough to wipe the megalodons from existence.

Even if great white sharks eventually beat megalodons for dominance in the oceans, the megalodon's status as one of the most fearsome predators of all time shouldn't be contested. The giant sharks had 7-inch teeth and a bite stronger than that of a T. rex.

[h/t Smithsonian]

From Squatty Potty to Squat-N-Go: The Best Toilet Stool for Every Bathroom

iStock.com/eldemir
iStock.com/eldemir

In 2015, Squatty Potty's bathroom stool plopped into the popular conscience with a viral commercial that featured a unicorn joyfully pooping out a conveyor belt's worth of ice cream. The video racked up more than 35.9 million views on YouTube and reportedly caused a 600 percent jump in sales. "The stool for better stools" was a hit.

Now, it's a hit with the medical community, too. New research out of Ohio State University finds that the toilet stool—which aims to relax the puborectalis muscle and straighten out the rectum, making it easier to poop—really does help people who strain to empty their bowels. The study, published in the Journal of Clinical Gastroenterology's March 2019 issue, only involved 52 people, but it's the first clinical research into the Squatty Potty, and the results were very positive—71 percent of participants said they experienced faster bowel movements after using the stool for a month. A full 90 percent said they experienced less straining than before.

Since the Squatty Potty debuted, the company has inspired plenty of copycats, as well as launching a number of other official Squatty Potty design iterations targeted at every type of user. Here are the best toilet stool options for every bathroom.

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1. If You're Hesitant to Commit: The Squatty Potty Original

At just $25, the original Squatty Potty is a great entry-level option that will allow you to try out the system without sinking a ton of money into it. (And it's a whole lot cheaper than an endless supply of Metamucil.) The white plastic isn't the most elevated decor option, but it's durable, easy to clean, and relatively unobtrusive. It's available in a 7-inch-tall version for standard toilets or a 9-inch-tall version for comfort-height porcelain thrones. If you're not sure how tall your toilet is, the company makes an adjustable height Squatty Potty that can be configured to fit anywhere.

Buy it on Amazon, from Squatty Potty's website for $25, or at these other retailers:

2. If Your Bathroom is Tiny: The Squatty Potty Curve

The original Squatty Potty can be a bit clunky, but a newer version offers all the health benefits without taking up as much space. The Curve has a thinner footprint so that it doesn't stick out quite so far from under your toilet, but still has just enough room for your feet. The 7-inch stool comes in white, pink, black, and gray.

Buy it for $25 on Squatty Potty's website.

3. If You Text on the Toilet: The Keeney Bathroom Stool

A white and blue Keeney toilet stool
Keeney, Amazon

Keeney's toilet stool offers a few unusual features. For one, it has a storage bin designed to keep your wet wipes close at hand. More importantly, it's designed to hold up more than just your feet—it has a smartphone/tablet holder, too. Though toilet stools are designed to make your bowel movements speedier, if you're the kind of person who likes to spend a lot of time on the can, you can also tuck your smartphone into the built-in groove in the stool designed to keep your screen at optimal viewing angles. Whether you're watching Netflix or looking at Tinder, it offers a hands-free option that you're not going to find on any brand-name Squatty Potty. Ergonomically, it's also got slightly angled footrests designed to put you in the optimal pooping position.

Buy it on Amazon for $21.

4. If You're Into Minimalist Design: The Squatty Potty Slim

Great bowel movements and great interior design don't have to be mutually exclusive. Squatty Potty's high-fashion option may be pricier, but it doesn't have the medical-device vibes of the original model, either. Designed for small, urban apartments, it's a bit bigger than the Curve but a lot more aesthetically pleasing. The teak finish is great if you're going for a Scandinavian minimalist vibe, while the acrylic glass Slim Ghost model has an artsy mid-century modern look.

Buy the Slim Teak or the Slim Ghost on Squatty Potty's website for $60 and $80, respectively, or on Amazon for $80 or $83.

5. If You Need to Go on the Go: Squat-N-Go Bamboo X Toilet Stool

While Squatty Potty does make a portable version of its bathroom stool (the cleverly named Porta-Squatty), the most convenient travel stool is made by a competitor. Squat-N-Go's foldable footstool comes in two different pieces for easy storage and portability. The two bamboo platforms essentially act as stilts, propping up your feet separately. They offer the most customizable fit, with 7-inch, 8-inch, and 9-inch heights and the ability to place each footstool anywhere around the toilet, at any angle. When you're done, they fold down to just an inch tall and can be stowed in the included travel bag.

Buy it on Amazon for $40 or at these other retailers:

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