The exclusive Calling All B.B.s dance video was released to the world on YouTube in May, reaching 4.8m fans worldwide.

On Saturday 27th July, the brand shared its signature moves for the new dance craze Calling All B.B.s with 3,000 fans, thanks to a surprise performance at Camp Bestival’s Big Top stage. Thirty dancers dressed as L.O.L. Surprise! Boys and #Hairgoals characters taught fans the iconic moves, while festival-goers were also treated to a screening of Calling All B.B.s.

This year, the collectible brand was featured within a dedicated area throughout the three day festival, which ran from 26th-28th July. Families enjoyed an exclusive first look at the new ranges, including the new L.O.L. Surprise! O.M.G. Fashion Dolls, and had the opportunity to immerse themselves in the world of L.O.L. Surprise! by dressing like their favourite characters and strutting their stuff on the catwalk.

Celebrity fans of the brand, including pop group Four of Diamonds and BBC Radio 2 DJ Sara Cox, made a V.I.P. appearance in the L.O.L. Surprise! tent to meet fans. Ruby Rube, an influencer with 2.9m YouTube followers, was also involved in an exclusive unboxing. Alongside Ruby were other popular influencers and bloggers who visited the festival to get involved with the L.O.L. Surprise! brand experience.

“Calling All B.B.s has received a phenomenal response since its launch with almost 5m views on YouTube alone,” said Samantha Wilson, marketing director at MGA Entertainment. “It was incredible to see thousands of L.O.L. Surprise! fans excitedly going through the dance moves at this year’s Camp Bestival event. Momentum will only continue to grow for the hottest new dance craze as it sweeps parks and playgrounds throughout the next few months. L.O.L. Surprise! has always led the way in bringing fun and innovation to the toy industry. Camp Bestival is always a great opportunity for us to showcase the brand.”