MGA’s LOL Surprise celebrates International Dance Day with new dance challenge lead by JLS’ Aston Merrygold

MGA Entertainment’s LOL Surprise celebrated International Dance Day this week (Thursday, April 29) by launching a new dance challenge lead by JLS star, Aston Merrygold.

The dance challenge was supported with live duet content landing throughout the day from Merrygold’s finacee, Sarah-Lou Richards and their son, Grayson, Pussycat Doll Kimberly Wyatt, popstar Tallia Storm, stylist Lou Teasdale, and dance prodigy Princess K.

Merrygold became a Tik Tok sensation by sharing dance videos with Sarah-Lou and their children throughout lockdown, racking up millions of views. The #LOLDanceDay challenge was created by Merrygold using dance moves made iconic through Tik Tok, combined with original moves found within the new L.O.L. Surprise! Dance Dance Dance dolls. 

The dance challenge follows a recent survey of 1,000 families run by L.O.L. Surprise! that discovered kitchen discos had become a regular weekend occurrence throughout lockdown for 49 per cent of UK families. The research found that one in two parents said dancing with their kids had lifted their spirits over the last year (54 per cent), with 55 per cent having used dance parties as a fun way to let off steam. 

Samantha Wilson, marketing director for L.O.L. Surprise UK, said: “The re-emergence of the kitchen disco over the past year has brought to light the positive impacts of families dancing together, using it as a fun tool to keep children active and laughing.

“We wanted to celebrate International Dance Day and bring the L.O.L. Surprise! Dance Dance Dance series to life by creating a light-hearted dance challenge that families could enjoy doing together. We were thrilled to see the content created by our celebrity ambassadors and hope families throughout the UK will be inspired to have fun taking part in the #LOLDanceDay challenge in the weeks to come.” 

LOL Surprise! was launched by MGA Entertainment, Inc. (MGAE) in December 2016 and has become a global phenomenon as the world’s best-selling toy, driving the craze for collectable toys. The new LOL Surprise Dance Dance Dance series introduces new characters, fierce fashions and unique dance moves kids can unbox, collect, learn, and of course, remix.

The range included the LOL Surprise Dance Dance Dance OMG Fashion dolls, LOL Surprise Dance Tots and LOL Surprise Dance Machine. 

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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