MGA Entertainment details global licensing programme for LOL Surprise Dolls

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.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, 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 or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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