MGA names new licensees for L.O.L. Surprise!

MGA Entertainment is expanding its global licensing program for the toy brand, L.O.L. Surprise!

A raft of international licensees are coming on board to support the program, including BCI for nightwear, apparel and swimwear, Blueprint for stationery and Danilo for greeting cards and calendars.

Other partners include Cardinal Industries, DJ Murphy, Dreamtex, H&A, Little Brother Books, MV Sports, Parragon and TDP/Aykroyds.

“MGA Entertainment is overjoyed by the retail success of L.O.L. Surprise! collectables and dolls fueled by the persistent consumer demand for the brand among girls,” said Juli Boylan, global head of licensing at MGA.

“With the initial introduction of our global licensing program for L.O.L. Surprise!, we have over 30 proven licensing partners on board and many more in the works, across key categories including apparel, accessories, back-to-school, stationery, games and puzzles, novelty, health and beauty and home décor. Both the consumer and retail response to L.O.L. Surprise! is nothing short of phenomenal.”

The firm will also showcase the brand to potential partners at Brand Licensing Expo, which takes place next month.

Since launching series one in February in the UK, the toy brand has sold over one million units, with retailer partners Asda, The Entertainer, Tesco and more all selling the products.

MGA will also begin rolling out series three in key territories around the world with new surprises, characters and more innovations.

Tina-Louise Foster, senior director of licensing at MGA, added: “L.O.L Surprise! has performed remarkably during the short time since its U.K. and European launch.

“We are very excited to meet with new potential licensing partners and retail buyers at BLE, to share the incredible success stories and discuss the depth and breadth of opportunities that this new brand creates in every market it launches in.”

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