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

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.

20th September