NEWS

MGA launches new line of L.O.L. Surprise! Sweets

Published on: 8th December 2022

MGA has collaborated with Hersheys, Pez, Chupa Chups and more to create a collectible range of L.O.L. Surprise! Loves Mini Sweets.

The new, collectible, first of its kind line-up of L.O.L. Surprise! Loves Mini Sweets, produced in collaboration with internationally known confectionary partners, launches exclusively at Smyths Toys in December and at wider retailers in January.

The new collection features L.O.L. Surprise! characters decked out in candy and sweets-inspired fashions and looks. This collectible series of dolls combines the global sensation that is L.O.L. Surprise! with the sentimental charm of brands that have been selected to spark sweet memories for parents and collectors alike.

“With L.O.L. Surprise! Loves Mini Sweets, we set out to create something truly one-of-a-kind that would spark a touch of nostalgia for parents, collectors and kidults – what we call adults who are still kids at heart,” said Isaac Larian, founder and
CEO, MGA Entertainment. “This collaboration, the largest we’ve done to date, is the latest example of MGA Entertainment’s innovative and creative approach to providing new and exciting products for our loyal and enthusiastic collector community. These hot new collectibles will be too sweet to resist.”

The L.O.L. Surprise! Loves Mini Sweets line-up will be available in two different series, all featuring a unique and exclusive unboxing experience: The classic L.O.L. Surprise! Loves Mini Sweets ball with a new compostable paper ball and the L.O.L. Surprise! Loves Mini Sweets Surprise-O-Matic capsule with vending machine reveal. Among the brands featured are Hershey’s Kisses, Jolly Rancher, Chupa Chups, Dum Dums, Mike and Ike, Peeps, Hot Tamales, Pez, Milk Duds, Twizzlers, Reese’s, Bazooka, Sweethearts and Otter Pops.

This announcement follows another successful year for MGA Entertainment’s leading fashion doll and collectible brand, with L.O.L. Surprise! consistently recognised as the No.1 Collectible brand and retaining the No.1 property in Total UK Collectible Toys in value sales (NPD Report YTD Jan ’22).

The past six years has seen the brand continue to innovate outside the box whilst staying true to original values of collectability, unboxing and surprise. This latest range to be announced follows hot on the heels of the new L.O.L. Surprise! Winter Fashion Show Movie which began to stream globally on Netflix in October and was accompanied by the highly anticipated L.O.L. Surprise! Winter Fashion Show toy line.

RECENT ARTICLES

Easter treats … it’s the Easter Blog!

INDX Toy & Gift announces heritage theme for 2024 event

L.O.L. Surprise! has ‘smashing’ results with new campaign

Topps unveils giant Andy Robertson trading card mosaic

Hasbro Women Innovators of Play returns

International Day of Play to champion children’s right to play

Hot Wheels unveils Autism-friendly die cast car

Cobi sponsors We Have Ways Fest 2024

Pip and Posy come to life at Bandai Namco Cross Store

Ravensburger to distribute Othello