UK popstars Pixie Lott, Emma Bunton, Kimberly Wyatt and Tallia Storm celebrated with product reveals, karaoke and a DJ dance party reaching over 36m people.
Celebrities and UK child influencers were amongst those who took part in the L.O.L. Surprise! Remix virtual launch party on Saturday 26th September. The digital house-party experience took place on L.O.L. Surprise! social channels to celebrate the launch of the new Remix toy range and first-ever music album, bringing the world’s best-selling toy brand into the world of music.
The six hour virtual music and dance event proved to be a star-studded occasion, with product reveals from popstars Pixie Lott and Emma Bunton, a dance party led by I’m A Celeb star Jacqueline Jossa and her family, plus karaoke with popstar Tallia Storm, and even a closing DJ party with Pussycat Doll Kimberly Wyatt.
The event also welcomed the UK’s biggest child influencers including Fashion Laerta – who boasts over 1.1m followers on Instagram – @olkafiolka, @cocotallulah and Toys and Fun Sisters, all of whom sang along to the Crew Remix single. Fans were encouraged to get involved throughout the day by showing off their dance moves and entering competitions on the L.O.L. Surprise! Facebook page, influencer Instagram channels and on retailer Facebook pages. The launch event content reached over 36m people.
YouTube sensation Ambi C kicked off the first official unboxing of the entire L.O.L. Surprise! Remix range, taking fans step-by-step through the functions and playability of the Remix O.M.G. Fashion dolls, Hairflip, Pets – and of course the Remix 4-in-1 Plane.
As well as the full range of Remix toys, which includes the Super Surprise and 2020 Collector doll, L.O.L. Surprise! has released a full album of original music. Available to purchase and stream now, ‘Remix’ includes all new songs, bringing together five genres – Pop, R&B, Hip Hop, Country, Rock. The album is available on CD, streaming and downloadable across all platforms here.
“Remix is our strongest range yet, so we knew we had to launch with a bang,” said Samantha Wilson, UK marketing director for MGA Entertainment. “The House Party was our first time launching a new series with a purely digital event. We are thrilled with the content created and loved having the opportunity to directly surprise fans with live activity such as competitions, karaoke and dance parties. With instore pop-ups and major TV support still to come, we’re excited to continue building momentum for Remix ahead of the Christmas period.”
The launch of the new Remix range will continue to be supported through digital activations, instore pop-ups, social media and PR.