Range of licensed products slated to hit retail in 2018.
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.