Wow! Thank you so much, this is very nice to hear <3! In the endless mode, there are actually a few new ways to investigate the doll, but I will not spoil what. The doll you mentioned, Bella, is very often considered to be the spookiest, glad you liked her :D!
Regarding the upcoming plans, the endless mode of course will have pretty much the same mechanics, and it's endless, so a lot of content :D, but I must say, that with the 5 titles that are currently thought out and that will come out after Play Things, only one game is relatively similar in concept, most are completely different gameplay wise, but the story keeps connections.
Thank you once again for your lovely words!!