NEWS

L.O.L. Surprise! joins the world of Roblox

Published on: 31st March 2021

The L.O.L. Surprise! Official Party kid-safe digital game is available from Friday 2nd April on Roblox, with a unique global game play experience.

L.O.L .Surprise! is moving into the Roblox world, bringing the dolls’ fashions, surprises and personalities to game play. L.O.L. Surprise! Official Party is a kid-safe digital game that marks the first doll collection to bring renowned global gaming influencers into the experience of playing directly with fans. MGA Entertainment worked in conjunction with SuperAwesome to reveal this one-of-a-kind, global game play experience to select fans before it opened to the general public.

“L.O.L. Surprise! is a global phenomenon that continues to surprise and amaze fans with product innovations and novel ways to play,” commented Isaac Larian, CEO and founder of MGA Entertainment. “Newness and creativity are the driving forces behind the growth of the brand, and this gaming initiative will expand the L.O.L. Surprise! universe into a completely new world for our fans; one that will bring them together while reinforcing our efforts to keep kids and parents safe.”

Leading up to the public launch, the campaign offered kids a once in a lifetime chance to play online with popular gaming influencers, in a secure experience powered by SuperAwesome’s Game With Me tool for a limited time. Developed by SuperAwesome’s gaming solutions team, Game With Me offers kids the money-can’t-buy opportunity to play live with their favourite creators on secure, moderated servers. Fans had the chance to provide feedback on how to enhance and improve the game play, giving them a sense of pride and a platform to freely express their thoughts and opinions.

The free gaming experience included a wide range of features, including interactive doll characters, which allowed players to mix and match L.O.L. Surprise! outfits and accessories, have fun dance offs, take on surprising challenges with unlockable rewards and more. Designed for co-play, the game seeks to engage parents in their children’s play to create fun digital experiences for the whole family.

“Games is the next creative frontier for safe, authentic engagement with young audiences,” said SuperAwesome CEO, Dylan Collins. “The campaign brings together a great game experience, the right creators, amazing co-play opportunities, and kid-safe amplification all delivered through our global platform. We’re delighted to partner with MGAE on this project from strategy to execution and we couldn’t be more excited about the future for projects such as this.”

L.O.L. Surprise! Official Party has best-in-class trust and safety features, going above and beyond Roblox’s already-significant protections. Safety features include real-time AI moderation of comments and in-game chat, removal of in-game purchases, daily compliance monitoring and dynamic moderation of problematic terms/words. Parents can use the extensive Roblox menu of parental controls to configure an experience that’s right for their child.

The newest L.O.L. Surprise! series – Dance, Dance, Dance! – will be brought to life through the new game. For the latest from the brand, visit www.lolsurprise.com.

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