Consumer Products

MGA Entertainment grows L.O.L. Surprise! CP program

The California-based toyco has inked a raft of deals with licensees across the US, Canada and Europe in categories spanning apparel, accessories and home décor.
September 21, 2017

MGA Entertainment is expanding the global licensing program for its toy brand L.O.L. Surprise! with a number of new licenses.

Since its launch, more than 30 licensing partners have inked deals with the brand in categories including apparel, accessories, health and beauty, games and puzzles, novelty, stationery, back-to-school and home décor.  The first phase is slated to reach retail in spring 2018.

Recent North American partners include Accessory Innovations (apparel and accessories, US), Almar Sales Company (party goods, US), Bulls I Toys, LLC (novelty in the US), Cardinal Industries (toys, crafts and activity, US and Canada), Franco Manufacturing (home décor and furnishings, US and Canada), Handcraft (apparel and accessories, US, Puerto Rico), HER Accessories (apparel and accessories, US), Horizon Group USA (toys, crafts and activity, US), Hybrid Promotions (apparel and accessories, US), Innovative Designs (stationery for Claire’s and Michael’s, US, Canada), Megatoys (seasonal, US) and Taste Beauty (health and beauty, US).

A number of international licensees have also inked deals with MGA Entertainment, including BCI (nightwear, apparel and swimwear, UK), Blueprint (stationery, UK), Cardinal Industries (games and puzzles, Europe), Danilo (greeting cards and calendars, UK), DJ Murphy (monthly magazine, UK), Dreamtex (home textiles, UK), H&A (health and beauty, UK), Little Brother Books (annuals, UK), MV Sports (bikes, scooters and accessories, UK), Parragon (publishing, US, UK, Ireland, Australia, New Zealand, Canada, Asia-Pacific) and TDP/Aykroyds (nightwear, underwear and swimwear, UK).

L.O.L. Surprise! toys launched at US retail in December. Designed for girls ages six to nine, features a doll surrounded by seven layers of wrapping with a surprise in each layer. The surprises include outfits and accessories for the dolls, as well as secret messages and collectible stickers. The brand’s second series launched this summer, and a third one is set to  roll out in key territories soon.

In the US, retail partners include Amazon, Kohl’s, Target, Toys “R” Us and Walmart. According to market research firm The NPD Group, L.O.L. Surprise! was the top item in the Dolls category, and the second bestseller in the Total Toys category year-to-date in June 2017.

UK retailers for the doll line include: ASDA, Argos, Claire’s, Smyths, The Entertainer, Tesco, Toys “R” Us, Fenwick, Harrods and Toymaster. Since its launch in the territory in February, the brand has sold more than one million units.


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