Next wave of L.O.L. Surprise heading to UK shelves

Jack Ridsdale

By Jack Ridsdale

April 19th 2017 at 11:04AM
UPDATED April 19th 2017 at 12:24PM
Next wave of L.O.L. Surprise heading to UK shelves

The collectable craze continues with the next wave of series one dolls hitting the UK.

The second wave of L.O.L. Surprise! Dolls are heading to UK shelves, MGA Entertainment has announced. 

The incredibly popular collectable series sold out within two weeks of debuting in the UK, combining unboxing with the anticipation of surprise, each of the product’s seven layers reveals a different treat, including emoji sticker, accessory, and the hero - a L.O.L. Surprise! Doll. 

The collectable dolls launched in the UK with no traditional marketing, channelling activity through influencers and a three-stage event launch in London. Generating over 1.6million video views across the digital landscape, including two videos with YouTube star Toys AndMe, the demand for the product has been constant from the offset.

“After selling out within two weeks of being on sale, it’s great to bring the next wave of product to the UK," explained Nicola Mellor, Senior Brand Manager. "Retailer response to the L.O.L. Surprise!™ Dolls has been incredible, we’re seeing extreme measures being taken to not miss out on meeting demand. We have high expectations for the arrival of Series 2 in July.”

L.O.L. Surprise! Dolls offer over 45 combinations to collect, from Rockers to Merbabies, each one comes complete with its own water feature, bathtub, doll stand and hangout, all doubling up as a purse.