Smiffys inks deal on LOL Surprise! dress-up range

Dress-up and party supplier Smiffys has signed a new deal with L.O.L. Surprise! and L.O.L. Surprise O.M.G. to manufacture an official range of costumes and accessories for the leading toy brand.

L.O.L. Surprise! dolls have been the number 1 toy globally in terms of sales for the last three years running. They are known for their stylish outfits and matching colourful hairdos, and Smiffys will use its costume expertise to capture the toys’ signature style. The Smiffys collection will feature both ‘everyday’ costumes based on the fashion doll collections, and Halloween designs.

Dominique Peckett, Smiffys Director, says: “The L.O.L. Surprise! brand is instantly recognisable across the globe and the characters will translate perfectly into costume. We are delighted to have added L.O.L. Surprise! to our children’s licensed portfolio.”

Smiffys L.O.L. Surprise! and L.O.L. Surprise! O.M.G. collections will be available in the UK, EU and EEA. Contact sales@smiffys.com or call 0800 590599 to pre-order costumes.

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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