L.O.L. Surprise! celebrates L.O.L. Day with fans across the UK

Published on: 7th July 2022

This 7th July, L.O.L. Surprise! invites everyone to ‘Find Their Fierce’ as the brand celebrates what it means to be an L.O.L. fan and welcomes the launch of the new O.M.G. Fierce doll range.

O.M.G. Fierce

L.O.L. Surprise! encourages fans and families to ‘Find Their Fierce’
as the popular fashion doll brand launches the all-new O.M.G. Fierce Dolls

L.O.L. Surprise!, the global sensation from MGA Entertainment that first took the world by storm six years ago, continues to drive category innovation with new products and unique opportunities for brand engagement. In the UK alone, the brand has consistently been recognised as the No.1 Collectible brand, retaining the No.1 property in Total UK Collectible Toys (NPD UK POS. Combined Jan 2019-March 2022), as well as No.1 Fashion Doll in the market for L.O.L. Surprise! O.M.G. (NPD UK POS. April 2022).

Each year, L.O.L. Surprise! marks ‘L.O.L. Day’ on 7th July with the fiercest celebration of what it means to be an L.O.L. fan. This year, the brand has partnered with some of its biggest ambassadors to create unique video content that champions the core messaging so central to the brand: that every child, no matter who they are, can find their place in the world of L.O.L. Surprise!. #WeAreLOL stands for celebrating confidence, individuality and, ultimately, friendship.

Included within the video are familiar faces to L.O.L. Surprise! including celebrity fan Ferne McCann, as well as confidence ambassador Inspiring Vanessa and influencer San For Short, amongst many more – all celebrating what L.O.L. Surprise! means to them.

Just in time for L.O.L. Day, the brand will also debut an all-new, taller, fiercer fashion doll line, the L.O.L. Surprise! O.M.G. Fierce collection. This new four-character collection features collector-quality dolls with luxe fashions, beautiful new hair styles and an attitude of confidence.

Available soon at all major retailers, the collector-quality L.O.L. Surprise! O.M.G. Fierce fashion dolls will include favourite characters Royal Bee, Lady Diva, Swag and Neonlicious. The dolls will feature a brand-new taller size as well as new face and body sculpts and awesome new hair styles. Fans can also look forward to luxe fashions, flashy accessories and of course, surprises galore.

“When L.O.L. Surprise! first hit shelves, children and parents were stunned by just how many surprises each doll featured,” said Isaac Larian, MGA Entertainment’s founder and chief executive officer. “Today, L.O.L. Surprise! continues to bring the unexpected to the forefront through disruptive new products like the O.M.G. Fierce fashion dolls, as well as the introduction of new touch points via entertainment initiatives and integrated marketing that allow fans to engage with their favourite brand like never before.”

L.O.L. Surprise! continues to break the industry mould and challenge the status quo through one-of-a-kind characters and bold fashions, making the brand a stand-out in the Fashion Dolls category.

For more information on L.O.L. Surprise! visit: or call 0845 0533 333. Readers can also follow the brand on Instagram, TikTok, Facebook, and YouTube for more news and surprises.


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