Tag Archives: LOL Surprise

DJ Murphy has been handed the prize for Launch of the Year with its LOL Surprise Official Magazine at this year’s ACE Newspaper and Magazine Awards. The new title launched in March last year as a four-weekly publication with every issue bagged and offering branded cover gifts. By the end …

Licensed toys inspired by some of the past year’s biggest film franchises have helped keep sales strong amid what has been acknowledged as a challenging time for toy retail throughout 2018.

It was a message of festive cheer to emerge from this week’s Dream Toys 2018 reveal at St Mary’s Church in London, where LEGO, Hasbro, MGA Entertainment and more lined decked the halls with toys and folly.

LOL Surprise, Total Marvel, Fingerlings, Hatchimals and Soft N Slo Squishes have been highlighted among the key drivers for the seven per cent increase, as well as parent and consumer empathy in the face of the demise of Toys R Us.

The partnership will see the introduction of a new dedicated area throughout the festival’s four day run this July 26 to 29 with influencer meet and greets, character dress-up, talks, tutorials and exclusive product reveals.

Licensed activity books and books+ will be available in Spring 2018.

Similar to the likes of Pokemon that sprang from the screens of early handheld gaming systems to television, cinemas and shop windows, so too are hit toys outgrowing the toy shelves and building franchises across entertainment and merchandising. Here, Jack Ridsdale examines how the collectable toymakers are building franchises

Decided by a panel of leading toy retailers, The Toy Retailers Association’s DreamToys list is recognised as the UK’s most accurate predictive list available, providing consumers with expert insight into what will be the most popular toys this Christmas.