LOL Surprise launches onto gaming platform Roblox with LOL Surprise Official Party

The hit toy property, LOL Surprise is making its move into the Roblox space, bringing its fashions, surprises, and personalities into a new game play, LOL Surprise Official Party.

Developed through a partnership between MGA Entertainment and SuperAwesome, the new child-safe digital game is available on Roblox from today and is the first dolls’ brand to bring globally renowned gaming influencers into the experience to play directly with fans.

The LOL Surprise Roblox experience is scheduled to go live on April 2 this year.

Through the game, fans can enjoy a free gaming experience that includes a wide range of features such as interactive doll characters which allow players to mix and match LOL Surprise outfits and accessories, dance offs, surprising challenges with unlockable rewards, and more.

Designed for co-play, the game seeks to engage parents in their children’s play to create fun digital experiences for the whole family.

“LOL Surprise is a global phenomenon that continues to surprise and amaze fans with product innovations and novel ways to play,” said Isaac Larian CEO and founder of MGA Entertainment.

“Newness and creativity are the driving forces behind the growth of the brand, and this gaming initiative will expand the LOL Surprise universe into a completely new world for our fans – one that will bring our fans together while reinforcing our efforts to keep kids and parents safe.”

Leading up to today’s public launch, the LOL Surprise campaign offered kids the chance to play online together with popular gaming influencers, in a secure experience powered by SuperAwesome’s Game With Me tool for a limited time only.

Developed by SuperAwesome’s Gaming solutions team, Game With Me offers kids the opportunity to play live with their favorite creators on secure, moderated servers. Fans also had the chance to provide their own insights and feedback on how to enhance and improve the game play.

“Games are the next creative frontier for safe, authentic engagement with young audiences,” said SuperAwesome CEO, Dylan Collins.

“The campaign that Nick Walters and the SuperAwesome Gaming team designed with MGAE brings together a great game experience, the right creators, amazing co-play opportunities, and kid-safe amplification all delivered through our global platform.

“We’re delighted to partner with MGAE on this project from strategy to execution and we couldn’t be more excited about the future for projects such as this.”

MGA Entertainment insists that LOL Surprise Official Party has ‘the best-in-class trust and safety features’ that ‘go above and beyond Roblox’s already-significant protections’.

Safety features include real-time AI moderation of comments and in-game chat, removal of in-game purchases to eliminate the risk of bill shock, daily compliance monitoring and dynamic moderation of problematic terms and words.

Parents are also able to use Roblox’s extensive menu of parental controls to configure an experience that’s right for their child.

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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