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.


Ricky Zoom marketing

Tomy prepares to roll-out Ricky Zoom marketing campaign

Build Your Own launches eco-friendly Microscope kit

Exclusive: Indie toy retailers welcome back looking forward

Lego Young Explorer

Lego and National Trust partner on Young Explorer competition

Exclusive: Looking ahead with Simba Smoby Toys UK

Panini poised to launch new NFL and NFLPA collection

Flowhaven announces new London office

WWE collectibles

WWE collectibles range proves a sell-out success for PMI

KAP Toys

Exclusive: To KAP it all – KAP Toys MD Nat Southworth talks to Toy World

first half toy sales

NPD Group reveals global first half toy sales