L.O.L Surprise licensing programme

MGAE continues the expansion of its global licensing programme for the toy brand L.O.L. Surprise!

Targeting girls ages 6–9, L.O.L. Surprise! offers seven layers to unwrap with a surprise in each layer, and a fashionable doll with a water feature as the final surprise. This unboxing experience has been very successful at retail and online, with over 150 million views on YouTube to date.

MGAE has now appointed a roster of licensees to support the launch of the global licensing programme. International licensees include: BCI (UK, nightwear, apparel, swimwear); Blueprint (UK, stationery), Cardinal Industries (Europe, games and puzzles); Danilo (UK, greeting cards and calendars); DJ Murphy (UK, monthly magazine); Dreamtex (UK, home textiles); H&A (UK, health and beauty); Little Brother Books (UK, annuals); MV Sports (UK, bikes, scooters, accessories); Parragon (US, UK, Ireland, Australia, New Zealand, Canada, Asia-Pacific, publishing); and TDP/Aykroyds (UK, nightwear, underwear, swimwear).

Since launching Series 1 in the UK in February 2017, L.O.L. Surprise! has sold over one million units. Retail partners in the UK include Asda, Argos, Claire’s, Smyths, The Entertainer, Tesco, and Toys R Us, plus leading independents including Fenwick, Harrods and Toymaster.