MGA and Crayola sign multi-year deal for L.O.L. Surprise! Loves

Published on: 5th October 2023

The agreement with Crayola includes dolls under MGA’s L.O.L. Surprise! Loves brand and sub-licensing opportunities for other product categories.

MGA Entertainment and Crayola have announced a multi-year agreement for MGA to produce and distribute Crayola-inspired dolls and licensed merchandise globally under its L.O.L. Surprise! Loves brand.

“We are excited to bring together two iconic brands that both kids and parents love,” said Isaac Larian, founder and CEO, MGA Entertainment. “The Crayola brand challenged the L.O.L. Surprise! team to design new toys that would engage kids’ creativity and provide a new colourful way to play with the dolls.”

Beginning early 2024, MGA will create a line of L.O.L Surprise! Loves Crayola toys that it says will combine “outrageous fun, surprise and creative expression” with dolls themed around iconic Crayola colour names. The L.O.L. Surprise! ball collection will feature nine unique Crayola colour-themed dolls, and the capsule collection will feature eight unique Crayola colour-themed dolls including crayons to design the dolls’ fashionable looks.

MGA Entertainment and Crayola also will be sub-licensing the designs of the Crayola-themed doll line into a full cross-category programme including children’s apparel, accessories, home, beauty and party. This will be available beginning Spring 2024 across retail channels.

“We are thrilled to partner with MGA on the L.O.L Surprise! Loves Crayola product assortment that colourfully encourages self-expression,” said Rich Wuerthele, Crayola president & CEO. “The integration of iconic Crayola colours with L.O.L. Surprise dolls is sure to inspire creativity and spark imagination at playtime.”

With this new Crayola partnership, MGA Entertainment is proud to bring L.O.L. Surprise! Loves Crayola to kids and collectors with one of the most creative brands in the world. In its first seven years, the L.O.L. Surprise! Loves brand has embodied hundreds of unique characters that express different trends, styles and personalities in genuine, cute and surprising ways. The brand combines all of this with globally recognized and loved brands to create a whole new way to collect and play. This new line of toys with Crayola continues the expansion of the L.O.L. Surprise! Loves brand in a new and colourful way.

This latest partnership for the L.O.L. Surprise! brand follows recent news that fans will soon be able to see their favourite dolls live, as they prepare for a new tour that will hit the road in 2024.



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