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.

Does the Full Moon Really Make People Act Crazy?

iStock.com/voraorn
iStock.com/voraorn

Along with Mercury in retrograde, the full moon is a pretty popular scapegoat for bad luck and bizarre behavior. Encounter someone acting strangely? Blame it on the lunar phases! It's said that crime rates increase and emergency rooms are much busier during the full moon (though a 2004 study debunked this claim). Plus, there's that whole werewolf thing. Why would this be? The reasoning is that the Moon, which affects the ocean's tides, probably exerts a similar effect on us, because the human body is made mostly of water.

This belief that the Moon influences behavior is so widely held—reportedly, even 80 percent of nurses and 64 percent of doctors think it's true, according to a 1987 paper published in the Journal of Emergency Medicine [PDF]—that in 2012 a team of researchers at Université Laval's School of Psychology in Canada decided to find out if mental illness and the phases of the Moon are linked [PDF].

To test the theory, the researchers evaluated 771 patients who visited emergency rooms at two hospitals in Montreal between March 2005 and April 2008. The patients chosen complained of chest pains, which doctors could not determine a medical cause for the pains. Many of the patients suffered from panic attacks, anxiety and mood disorders, or suicidal thoughts.

When the researchers compared the time of the visits to the phases of the Moon, they found that there was no link between the incidence of psychological problems and the four lunar phases, with one exception—in the last lunar quarter, anxiety disorders were 32 percent less frequent. "This may be coincidental or due to factors we did not take into account," Dr. Geneviève Belleville, who directed the team of researchers, said. "But one thing is certain: we observed no full-moon or new-moon effect on psychological problems."

So rest easy (or maybe not): If people seem to act crazy during the full Moon, their behavior is likely pretty similar during the rest of the lunar cycle as well.

This story was updated in 2019.

NASA Reveals How Living in Space for a Year Affected Scott Kelly’s Poop

NASA, Getty Images
NASA, Getty Images

When you agree to be part of a yearlong space study, you forfeit some right to privacy. In astronaut Scott Kelly’s case, the changes his body endured while spending a year at the International Space Station (ISS) were carefully analyzed by NASA, then published in a scientific journal for all to see. Kelly submitted blood samples, saliva samples, and cheek swabs. Even his poop was subjected to scrutiny.

As PBS reports, Scott Kelly’s fecal samples revealed that his gut microbiome underwent significant but reversible changes during his time in orbit. In what was surely good news for both Kelly and NASA, his gut bacteria didn’t contain anything “alarming or scary,” according to geneticist Martha Hotz Vitaterna, and it returned to normal within six months of landing on Earth.

Even after being subjected to the challenging conditions of space, “Scott’s microbiome still looked like Scott’s microbiome, just with a space twist on it,” said Vitaterna, who was one of the study’s authors.

The fecal probe was one small part of a sweeping NASA study that was just published in the journal Science, more than three years after Kelly’s return. Dubbed the Twins Study, it hinged on the results of Kelly’s tests being compared with those of his identical twin, retired astronaut Mark Kelly, who remained on Earth as the control subject.

NASA’s goal was to gain insight into the hazards that astronauts could face on proposed long-term missions to the Moon and Mars. The agency has gone to great lengths to get this information, including offering to pay people $18,500 to stay in bed for two months in order to replicate the conditions of anti-gravity.

It also explains why NASA was willing to launch unmanned rockets into space to collect samples of Kelly’s poop. On four different occasions at the ISS, Kelly used cotton swabs to pick up poo particles. When the rockets arrived to drop off lab supplies, they returned to Earth with little tubes containing the swabs, which had to be frozen until all of the samples were collected. The process was tedious, and on one occasion, one of the SpaceX rockets exploded shortly after it launched in 2015.

The study also found that his telomeres, the caps at the ends of chromosomes, had lengthened in space, likely due to regular exercise and a proper diet, according to NASA. But when Kelly returned to Earth, they began to shorten and return to their pre-spaceflight length. Shorter telomeres have a correlation with aging and age-related diseases. “Although average telomere length, global gene expression, and microbiome changes returned to near preflight levels within six months after return to Earth, increased numbers of short telomeres were observed and expression of some genes was still disrupted,” researchers wrote.

Researchers say more studies will be needed before they send the first human to Mars. Check out NASA's video below to learn more about what they discovered.

[h/t PBS]

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