On July 19, 2010, MGA Entertainment announced the launch of a line of doll toys, Bitty Buttons, featuring eight 12 -inch original rag dolls. Bitty Buttons had the tag line "Sew magical - Sew cute". Each doll character was created with a fictional theme, reflecting the day she is born, the fabric she is sewn from, and her pet. Isaac Larian, CEO of MGA Entertainment, said, "Bitty Buttons was designed to teach kids that everybody is unique in their own special way. The new brand promotes the idea that old things can become new again, everything can be repurposed and nothing should ever go to waste." According to company press releases, the dolls were, "Designed to encourage a child's imagination and creativity" and "teach important life lessons such as diversity, individuality and the idea that everything deserves a second life." At release, the original eight dolls were Crumbs Sugar Cookie, Jewel Sparkles, Peanut Big Top, Bea Spells-a-Lot, Mittens Fluff 'N' Stuff, Dot Starlight, Pillow Featherbed, and Spot Splatter Splash.[1]
The dolls changed from "Bitty Buttons" to "Lalaloopsy" shortly after launch. In November 2010, the Lalaloopsy toy line won the "Large Doll" category in the People's Play Awards,[2] and was featured the next day on the American television program Live with Regis and Kelly.[3]
Lalaloopsy's original dolls were described by CBS's The Early Show in November 2010 as "the hottest toy of the season,"[4] and MSNBC referred to them as "this year’s Tickle Me Elmo".[5] The New York Post described them as, "Creating Cabbage Patch-like hysteria among Holiday shoppers."[6] On December 21, 2010 Lalaloopsy dolls were in the first spot on "Google’s Hottest Holiday Internet Searches." According to Google searches for Lalaloopsy dolls were "up 20% since the beginning of December."[7]
On February 13, 2011, the addition of three new characters: