As part of the MGA Entertainment (MGAE) Cares programme, the independent toy company has donated a portion from the sales of its new limited-edition L.O.L. Surprise!™ MGAE Cares Frontline Hero doll to a number of children’s hospital charities around the UK and Republic of Ireland, including the Royal Manchester Children’s Hospital Charity .

A monetary donation, equivalent to £1 per doll sold, has been made to the charity, which will support projects to enhance the experience of more than 280,000 children treated at the hospital each year. This includes funding of treatment, research and care projects – such as the purchase of specialist equipment, funding pioneering medical research and creating child-friendly environments.

Other charities receiving donations include Birmingham Children’s Hospital Charity, Glasgow Children’s Hospital Charity, Children in Hospital Ireland and Milton Keynes Hospital Charity.

Becky Griffiths, Corporate Fundraising Executive at Royal Manchester Children’s Hospital Charity, said: “Our young patients, who come to our hospital from across the North West and beyond, will really benefit from such a generous donation. We cannot thank MGA Entertainment enough for their kindness and support.”

Samantha Wilson, UK Marketing Director for MGA Entertainment, said: “These uncertain and challenging times call for us all to get involved and do what we can to help. We are extremely proud to be able to support these five incredible charities through the sale of this product – connecting directly with children in hospitals – and look forward to continuing this support into the future.”

The L.O.L. Surprise!™ MGAE Cares Frontline Hero doll has been created to help children understand the importance of current health and safety measures during this time. Dressed in a white lab coat, the doll comes complete with a signature mask accessory sticker and a special MGAE Cares heart sticker. It is available to purchase now from Smyths, The Entertainer and Amazon.

MGA Cares is a global effort, started by MGA Entertainment’s CEO, Isaac Larian, in April 2020, to provide essential support and personal, protective equipment (PPE) to healthcare workers and healthcare facilities on the frontline of the fight against COVID-19. Previous support has included large-scale donations of personal protective equipment to hospitals in the USA and the UK and financial support.


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