Licensees Focus

“L.O.L. Surprise!” The most Surprising International Phenomenon of the Year

9 Nov - 2017

Following the Summer 2017 success, MGA Entertainment’s mini-dolls are ready to conquer girls all over the world with new surprises!

Since May 2017, L.O.L. Surprise! have been distributed in Italy by Giochi Preziosi and they were the best-selling mini dolls during last summer, positioning as first in the feminine collectable category.

From the same creators of the Bratz phenomenon, L.O.L. Surprise! consists of a ball containing a mini doll and 7 levels of accessories to discover which to dresses and dolls to play with. Every character is unique and different! They can cry, or change color if immersed in water and the ball containing them can be used as a bathtub, handbag or pedestal.

Thanks to the surprise effect of the toy and to co-operations with many influencers and a relevant digital campaign, L.O.L. Surprise! has become in a short time since its launch a world retail phenomenon, winning numerous awards and ranking top of the charts among the best selling toys in all countries.

Even L.O.L. Big Surprise!, Featuring 50 surprises, has been sold out in two weeks time, since the launch of over 200,000 pieces across Europe at a price of 79 €.

In Italy, the “unboxing video” on the Giochi Preziosi YouTube channel has gained over 5 million views, reaching sales rates of over 20,000 units per week.

The L.O.L. Surprise! phenomenon continues its success race with many new features, including the launch of the second series with 35 new miniatures of “Lil Sisters” scheduled for Christmas 2017, and special series L.O.L. Glitterate, L.O.L. Confetti Pop and L.O.L. Pets that will be launched at Spring 2018.

For licensing opportunities: CPLG Italy – e-mail: marketing@it.cplg.com

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