MGA launches licensing for L.O.L. Surprise!

Licensed products inspired by the new collectibles doll line are slated to hit retail in 2018.
April 26, 2017

MGA Entertainment (MGAE) is taking the lid off the new global licensing program for its unboxing hit L.O.L. Surprise! in 2018. Licensed products inspired by the collectible doll line—which features fashion dolls packaged inside multi-layered balls that reveal various accessories when unwrapped—are slated to hit retail next year.

The first phase of the licensing program will target fashion apparel, sleepwear and accessories. The second will focus on health & beauty, gift & novelty, stationery & party goods and crafts & activities. Publishing, back-to-school, game & electronics and home d├ęcor will make up the third wave, followed by food & beverage, seasonal and sporting goods categories.

The L.O.L. Surprise! line was introduced in late 2016 and is available globally through a number of retailers including Toys “R” Us, Walmart, Target and Amazon. According to The NPD Group, the line was the number one item YTD and the third largest growth property in the Playset Dolls and Collectibles category for the January to February period. L.O.L. Surprise! dolls are also ranked as the ninth item in the Total Toys category YTD.

MGAE has developed a style guide and will support the licensing program with a traditional and digital marketing strategy that includes advertising, public relations and influencer campaigns, national promotional partnerships and retail promotions.

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