Industry News

MGA Entertainment Debuts New Licensing Program for LOL Surprise!

4 May - 2017

Tags from the story: LOL Surprise!, MGA Entertainment.

Innovative Doll Brand Earns Massive Popularity around the World Offering Young Consumers the Ultimate Unboxing Experience.

MGA Entertainment, Inc. (www.mgae.com)“MGAE,” the world’s leading privately held toy company, will unwrap details of the new global licensing program for its hugely successful doll line, which has fast become a phenomenon, L.O.L. Surprise!TM, at this year’s Licensing Expo. After taking the retail market by storm since its launch this past December, MGAE is creating a plethora of innovative, fresh licensed products emanating from the L.O.L. Surprise! TM   toy line slated to hit retail in 2018.

MGAE’s licensing program, focusing on the interests and passions of girls will encompass unique products that spotlight the adorable but fierce, fashion-forward dolls who come packaged in multi-layered balls that, when unwrapped, reveal various accessories for the doll found at its core.  MGAE will extend its substantial support of the toy line to the launch of the licensing program, implementing a comprehensive traditional and digital marketing strategy, including advertising, public relations and influencer campaigns, national promotional partnerships and retail promotions.

This winning combination of engaging dolls, fashionable accessories and the excitement of discovery have led L.O.L. Surprise!™ to experience virtual sell-outs as it launched in several markets around the world and, subsequently, created an after-market sales frenzy. According to The NPD Group, L.O.L. Surprise Dolls Assortment was the #1 item YTD and #3 Growth Property in Playset Dolls and Collectibles. This item also ranked #9 in Total Toys YTD. (Source: The NPD Group / U.S. Retail Tracking Service/ January – February 2017 / Dollars).  The doll was also recently named Doll of the Year and Toy of the Year by the Australian Toy Association2.

We are delighted by the public’s passionate response to these amazingly engaging dolls,” said MGAE’s Head of Global Licensing Juli Boylan. “In developing the global licensing program, we have a seemingly limitless opportunity to engage potential partners in every key product category – from apparel and accessories to publishing and stationery – buoyed by the phenomenal consumer response to L.O.L. Surprise! and the continuing success with major retailers including Toys”R”Us, Walmart, Target and Amazon.  L.O.L. Surprise! is a truly innovative toy and we have an equally impressive licensing program!

MGAE has developed a style guide as innovative as its L.O.L Surprise! toy line, from its ball full of surprises packed with personality, utilizing the Clubs as themes and incorporating fun phrases and emoji’s including character art, graphics, badges/Icons, patterns and borders. 

Slated to reach retail in spring through fall 2018, Phase I of the L.O.L Surprise! global licensing campaign will target fashion apparel, sleepwear and accessories; with Phase II products, including health & beauty, gift & novelty, stationery & party good, and crafts & activities; Phase III will encompass publishing, back-to-school, game & electronics, and home décor; while Phase IV will look to address food & beverage, seasonal, and sporting goods.

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