L.O.L. Surprise! keeps the surprises coming for AW 23

Published on: 11th September 2023

L.O.L. Surprise! AW 23 launches include an innovative new collection as well as new unboxing experiences, characters and playsets.

AW 23

MGA Entertainment continues to drive the collectible and fashion doll market with three brand-new surprise play concepts for autumn winter 2023: L.O.L. Surprise! Surprise Swap, L.O.L. Surprise! Squish Sand and L.O.L. Surprise! Magic Flyer.

As the original unboxing toy, L.O.L. Surprise! maintains its focus on unboxing, with new layers of play and feature-first products in all upcoming launches this autumn that will drive collectability ahead of the gifting season. The brand continues to create innovative toys whilst staying true to its original values of collectability, unboxing and surprise.

The new L.O.L. Surprise! autumn winter 2023 collection includes new unboxing methods, transformations, elevated play experiences and updated and new playsets.

The new Swap range allows fans to explore a brand-new play concept and unboxing experience. L.O.L Surprise! Tweens Surprise Swap features four brand-new Tweens characters to discover, each with two unique looks and a swapping head feature for the ultimate customisation and hair-play experience. Fans can change their dolls look In an instant by swapping out the head with a mini styling head and can also transform the doll’s fashions. Additional products in the Swap range include L.O.L Surprise! Tweens Surprise Swap Mini Styling Heads and L.O.L. Surprise! Surprise Swap Tots.

As well as the blind unboxing experience, the new collection introduces a brand-new unboxing reveal, using squish sand for the first time. The all-new L.O.L. Surprise! Squish Sand Tots each come with a sand hair mould; kids simply squish the sand to discover surprises and glitter inside. The squish sand can be re-shaped in the Tots hair mould to discover the Tot’s hair colour and style, create endless colourful hairstyles or mix and match with other Tots in the collection. To extend play patterns and provide a home for the Tots, the new L.O.L. Surprise! Squish Sand House with Tot is also set to hit shelves in October.

Taking the brand to new heights, new L.O.L. Surprise! Magic Flyers are perfect for children aged 6+. Fans will be able to choose from three new characters – Sky Starling, Flutter Star and Sweetie Fly – each with dazzling fashion and glittery wings packaged inside their Magic Bottle. The dolls fly with hand guidance and are rechargeable via the included USB cable, or in the bottle so the unboxing experience can be enjoyed over and over again. MGA believes the dolls are set to be at the top of Christmas wish lists this year.


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