MGA to debut licensing programme for L.O.L Surprise!

Published on: 27th April 2017

Range of licensed products slated to hit retail in 2018.

LOL SurpriseMGA Entertainment (MGAE) will unveil details of the new global licensing programme for its doll line L.O.L. Surprise! at this year’s Licensing Expo.

MGAE’s licensing programme will encompass products that spotlight the dolls, which are packaged in multi-layered balls that reveal various accessories for the doll found in the center. MGAE will extend its support of the toy line to the launch of the licensing programme, implementing a traditional and digital marketing strategy, including advertising, public relations and influencer campaigns, national promotional partnerships and retail promotions.

Juli Boylan, MGAE’s head of global licensing, commented: “We are delighted by the public’s passionate response to these amazingly engaging dolls. In developing the global licensing programme, we have a seemingly limitless opportunity to engage potential partners in every key product category – from apparel and accessories to publishing and stationery – buoyed by the phenomenal consumer response to L.O.L. Surprise! and the continuing success with major retailers including Toys R Us, Walmart, Target and Amazon.”

Phase I of the L.O.L Surprise! global licensing campaign will target fashion apparel, sleepwear and accessories; Phase II products will include health & beauty, gift & novelty, stationery & party good, and crafts & activities; Phase III will encompass publishing, back-to-school, game & electronics, and home décor; while Phase IV will look to address food & beverage, seasonal, and sporting goods.


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