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On July 19, 2010, MGA announced the launch of a line of doll toys, Bitty Buttons, featuring eight 13" original rag dolls. Bitty Buttons had the tag line "Sew magical - Sew cute". Each doll 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.

The dolls changed from "Bitty Buttons" to "Lalaloopsy" shortly after launch. MGA has continued to grow the lalaloopsy toy line and add additional characters in a variety of forms. Currently the count stands at over 50 known characters! The main toyline includes 13" Dolls and accessories, mini series, as well as a variety of mini play-sets, plush soft dolls, Lalaloopsy Littles (smaller siblings of the 13" dolls.), as well as micro series. Various games, books, and even webisodes and a full length movie have been created. We hope you find the Lalaloopsy Land Wiki a great source of information and that you will contribute information about Lalaloopsys you have gathered as well! Happy Editing!