MGA Entertainment details global licensing programme for LOL Surprise Dolls

Robert Hutchins

By Robert Hutchins

April 26th 2017 at 10:27AM
UPDATED April 26th 2017 at 12:01PM
MGA Entertainment details global licensing programme for LOL Surprise Dolls

MGAE is creating a plethora of innovative, fresh licensed products emanating from the toy line slated to hit retail in 2018.

MGA Entertainment will unwrap details of the new global licensing programme for its successful doll line, L.O.L. Surprise at this year’s Licensing Expo.

MGAE is creating a plethora of innovative, fresh licensed products emanating from the toy line slated to hit retail in 2018.

Focusing on the interests and passions of girls, the licensing roster will encompass unique products that spotlight the fashion-forward dolls packaged in multi-layered balls that reveal various accessories for the doll found at its core.

MGAE will extend its support of the toy line to the launch of the licensing programme, implementing a comprehensive traditional and digital marketing strategy, including advertising, public relations and influencer campaigns, national promotional partnerships and retail promotions.

According to the NPD Group, LOL Surprise Dolls Assortment was the number one item year-to-date and number three growth property in play-set dolls and collectables. The dolls were recently named Doll of the Year and Toy of the Year by the Australian Toy Association.

“We are delighted by the public’s passionate response to these amazingly engaging dolls,” said MGAE’s head of global licensing Juli Boylan.

“In developing the global licensing programme, we have seemingly limitless opportunity to engage potential partners in every key product category – from apparel and accessories to publishing and stationery.

“LOL Surprise is a truly innovative toy and we have an equally impressive licensing programme.”

Scheduled to reach retail in spring through autumn 2018, the first stage of the global licensing programme will target fashion apparel, sleepwear and accessories, with phase two products including health and beauty, gifts and novelty, stationery and party goods and crafts and activities.

Phase three will encompass publishing, back to school, game and electronics and home décor, while phase four will look to address food and drinks, seasonal and sporting goods.