This summer, MGA Entertainment’s L.O.L. Surprise! is heading to the UK’s favourite children’s festival.

MGA has secured a sponsorship deal with Camp Bestival. The partnership will see the brand appearing within a dedicated area throughout four days, 26th-29th July. Family festival-goers can expect exciting influencer meet and greets, character dress-up, talks, tutorials and exclusive product reveals.

As part of the sponsorship L.O.L. Surprise! will be given multiple opportunities to connect with the festival’s audience, whilst bringing an exclusive range of entertainment to the magical setting that is Camp Bestival.

Emma Walker, senior brand manager at MGA Entertainment, commented: “We knew we needed something big this year for L.O.L. Surprise!, following such a successful launch last February. We wanted to be able to reach our fans on a mass scale and show the popularity of the hit collectible. Teaming up with Camp Bestival is extremely exciting for the brand, we’re going to combine all the reasons L.O.L. Surprise! is so popular and place it within a huge children’s festival, giving us great opportunity to engage with our audience like never before. We’ll be kicking off our Summer of L.O.L campaign at Camp Bestival with tons of exciting activity to follow.”

Sharkey Campbell, head of brand partnerships at Camp Bestival, added: “We’re always searching for a glittering attraction that will beguile kids of all ages at Camp Bestival, and L.O.L. Surprise! fits the bill perfectly. We’re delighted to have it on board.”

The L.O.L. Surprise! activation will occupy a 10x10m area, situated within the festival’s Kids Arena.

The sponsorship will be supported with top tier influencer partnerships, full digital support and retailer activity.