L.O.L. Surprise takes No.1 spot in UK collectibles

Published on: 13th May 2022

Now in its 5th year, the L.O.L. Surprise! brand has had a strong start and MGA will be celebrating this success at next week’s Toymaster show.

Following a record-breaking start to 2022, L.O.L. Surprise! has announced its position as the No.1 property in Total UK Collectible Toys in value sales (NPD UK POS combined, Jan 2019-March 2022).

The news comes in the brand’s 5th year, with L.O.L. Surprise! continuing to go from strength to strength through innovative product development, new theme segments and continued innovation within the entertainment sector from MGA Entertainment.

Following the release of L.O.L. Surprise!: The Movie in 2021, L.O.L. Surprise! has continued to surprise and delight fans, most recently through the launch of the all-new Queens range. Aimed at inspiring confidence and creativity within children, the range hit the headlines last month following a star-studded London launch event. Coverage in the Daily Mail saw TV personality Laura Whitmore grace a life size L.O.L. Surprise! throne, complete with purple chrome 3D lions, before taking to the stage to perform a series of songs from the L.O.L. Surprise! album.

Visitors to Toymaster this year will have the chance to see the throne in real life as the brand attends the show to showcase new reveals for F22, with standout lines set to be released from August.

F22 is set to be another record-breaking season for the brand, with the second half of the year kicking off with L.O.L. Day – celebrating the brands birthday on 7th July (7.0.7). Fans can expect first to market innovation and all new product themes, supported by creative marketing, PR and TV campaigns.


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