LICENSING NEWS

L.O.L Surprise launches capsule collection with lifestyle brand Hype

Published on: 16th July 2021

The new collection, which is based on the core dolls’ personalities, includes clothing, backpacks, lunch boxes and pencil cases.

Clothing and accessory brand Hype has teamed up with L.O.L Surprise for an 80-piece capsule collection based on the core dolls’ personalities.

Each core doll has its own mini collection of backpacks, lunch boxes, pencil cases, water bottles, t-shirts, leggings, hoodies and joggers, which showcase their individual personality, the core element of the Just Hype Lifestyle.

The collection, suitable for girls aged 3-13, launched exclusively via Hype’s TikTok Shop, available on Google Play Store and Apple App Store, on 7th July and online at www.justhype.com and retailers around the world the following day.

The accessories include evolving shapes showcasing the new Just Hype, as well as backpack shapes, enlarged 2D doll faces, detachable embossed keychains and fabrics including glitter, holographic and sequins. The collection highlights nine designs incorporating the dolls’ core personalities, with graffiti-inspired, leopard and cheetah animal prints, tie-dye, honey-comb, gradient skies and pastel fades. The colour palette boasts pink tones, purples, gold, silver, cyan and yellow.

“We love bringing L.O.L. to life through fashion and accessories to our loyal fans. Our L.O.L. dolls each have their own individual style and working with Hype has helped create that element of surprise,” says founder and CEO of MGA Entertainment, Isaac Larian.

Hype’s co-founder and creative director, Liam Green, said: “The inspiration behind the collection stems from the exciting surprise element capturing the moment when you open your L.O.L. dolls. Incorporating this into shapes, fabrics, technical detailing and over-all prints – Hype’s known-for eclectic touch on collaborations.”

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