Collectible L.O.L. Surprise! Dolls arrived in the UK in February this year.
Following a successful stunt launch, the next wave of Series 1 product is due to appear on shelves. Combining unboxing with the anticipation of surprise, each of the product’s seven layers reveals a different treat, including an emoji sticker, accessory, and the hero, a L.O.L. Surprise! doll.
The collectible dolls launched in the UK with no traditional marketing, channeling activity through influencers and a three-stage event launch in London.
Nicola Mellor, senior brand manager, commented: “After selling out within two weeks of being on sale, it’s great to bring the next wave of product to the UK. Retailer response to the L.O.L. Surprise! Dolls has been incredible, we’re seeing extreme measures being taken to not miss out on meeting demand. We have high expectations for the arrival of Series 2 in July.”
L.O.L. Surprise! Dolls offer over 45 combinations to collect, from Rockers to Merbabies, each one comes complete with its own water feature, bathtub, doll stand and hangout, all doubling up as a purse.