With Bubble Surprise, MGA continues to showcase its commitment to innovation and play value with transformation features, licensing partnerships and reimagined classics.
L.O.L. Surprise!, from MGA Entertainment (MGA), has announced the launch of the L.O.L. Surprise! Bubble Surprise range. The new line forms part of a raft of launches set to drive the brand forward using three big focuses: exciting transformations, new licensing partnerships and innovative takes on classics.
The magic of transformation plays a big role in the strategic innovation of the brand. L.O.L. Surprise! Bubble Surprise Dolls feature all new innovation, 12 fan-favourite characters and a unique bubbling foam unboxing feature that reveals a hidden tot and several surprises. Kids simply mix water and the included ‘sugar’ and ‘spice’ found within the ball, then twist to watch the bubbles fizz up and change colour, revealing the surprise doll. This all-new series will launch on 1st June 2023.
Other Bubble Surprise lines include: L.O.L. Surprise! Bubble Surprise Lil Sisters, 12 tots with unique colour change features from hair colour to new outfits; L.O.L. Surprise! Bubble Surprise Pets, 12 fan-favourite pets each with fizz surprises to discover; and L.O.L. Surprise! Bubble Surprise Deluxe, which includes an exclusive tot doll, Lil Sister, Pet, two outfits, two pairs of shoes, a bottle and colour changing fizz.
L.O.L. Surprise! Sunshine Makeover Dolls (launched March 2023) let fans explore colour change transformations using daylight. Bubblegum DJ, Sunrise and Switches welcome an additional L.O.L. Surprise! O.M.G. doll, Stellar Gurl, who comes with even more colour-changing outfits in L.O.L. Surprise Sunshine Makeover Big Surprise.
MGA Entertainment continues to leverage high-level licensing partnerships to expand L.O.L.’s reach, affinity and accessibility across a wide range of fans. L.O.L. Surprise! launched its Loves Mini Sweets doll line in December 2022 with candy brands such as Hershey’s Kisses, Jolly Rancher, Chupa Chups and more, to create L.O.L. Surprise! Loves Mini Sweets Series 1. Since its launch in autumn 2022, L.O.L. Surprise! Loves Mini Sweets has steadily grown to be the No. 1 segment across the brand in 2022 and 2023 to date.
Other licensed ranges include: L.O.L. Surprise! Loves Mini Sweets Surprise-o-Matic Series 1 (launched December 2022); L.O.L. Surprise! Loves Mini Sweets Deluxe Series 2 (launched February 2023 with Jelly Belly Candy Company); and L.O.L. Surprise! Loves Mini Sweets Deluxe Set (launched February 2023 with Hershey’s Kisses).
“L.O.L. Surprise! is consistently innovating and bringing newness to both current and new fans worldwide. In fact, our L.O.L. Surprise! Sunshine Makeover line is selling out due to its magical and dramatic colour change,” said Isaac Larian, founder and CEO, MGA Entertainment, “We call L.O.L. Surprise! ‘the ball that started it all,’ and are committed to continue building on that global momentum in 2023 and beyond with our newest L.O.L. Surprise! Bubble Surprise line and more great innovations in the fall.”
