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

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.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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