MGA Entertainment launches L.O.L Surprise! with YouTuber

Published on: 7th February 2017

surprise doll1The launch is in partnership with Tiana of Toys And Me. 

After taking the US by storm, L.O.L Surprise! hits the UK this month, and is set to become a collectible craze.

Dubbed ‘the ultimate unboxing toy’, there are seven layers of surprises to unwrap, including emoji stickers, accessories and finally a L.O.L Surprise! Doll. With over 45 combinations to collect, from Rockers to Merbabies, each L.O.L Surprise! comes complete with its own water feature, bathtub, doll stand and hangout, which doubles up as a purse.

To celebrate the arrival of the US sell out, MGA has partnered with Tiana of Toys And Me, one of the UK’s most successful YouTubers. The power of influencers has proven successful in the US and is being used as a key part of the UK launch strategy.

Nicola Mellor, senior brand manager said: “The US response to L.O.L Surprise! has been phenomenal, consumers just can’t get enough of them. It’s had a great response from the trade and has tested really well with consumers too. We are delighted to be working with the UK’s leading YouTuber Toys AndMe on a really exciting launch event.”

The launch event will take place on Monday 13th February at The Entertainer Westfield in Shepherds Bush.


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