MGA kicks off Summer of LOL campaign with Bestival sponsorship activiation

MGA Entertainment’s LOL Surprise is heading to the UK children’s festival Camp Bestival as part of a major new sponsorship deal.

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.

As part of the sponsorship, LOL Surprise will be given multiple opportunities to connect with the festival’s audience while brining exclusive entertainment to Camp Bestival.

Emma Walker, senior brand manager at MGA Entertainment, said: “We knew we needed something big this year for LOL Surprise, following such a successful launch last February.

“We wanted to be able to reach our fans on a mass scale and show the popularity of the hit collectable. Teaming up with Camp Bestival is extremely exciting for th brand, we’re going to combine all the reasons LOL Surprise is so popular and place it within a huge children’s festival, giving us great opportunity to engage with our audience like never before.

“We will be kicking off our summer of LOL campaign at Camp Bestival with tonnes of exciting activity to follow.”

The LOL Surprise activation will occupy a 10m by 10m area, situated within the festival’s Kids Arena.

The sponsorship will be supported with top tier influencer partnerships, full digital support and retailer activity.

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@bizmedia.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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