Celebrities and the UK’s biggest family influencers were amongst those attending the L.O.L. Surprise! launch party on Saturday 2 April, 2022. The event showcased the leading toy brand’s most recent launches including L.O.L. Surprise! Queens, World Travel and Minis, whilst celebrating children’s confidence and the spirit of sisterhood.
The event proved to be a star-studded occasion with a live DJ set from fashion icon and new mum Laura Whitmore, whilst celebrities including the Queen of confidence and Loose Women star Katie Piper, singer and actor Rachel Adedeji, Antony Costa and Rachel Stevens partied with their families.
With activities centred around children building confidence and celebrating self-expression, guests were treated to motivational workshops by award-winning speaker and mental health campaigner Inspiring Vanessa, an inspiration wall encouraging guests to share what inspires them, plus a one-of-a-kind giant throne and epic catwalk to ensure every child felt like royalty.
Smyths Toys Superstores also welcomed three competition winning families to enjoy an exclusive VIP experience at the event, rubbing shoulders with the stars and immersing themselves within the world of L.O.L. Surprise!
The event also saw some of the UK’s biggest social media influencers including family vlogger Caasey Barker (@caaseybarker) and author and activist Anne Welsh (@ladyannewelsh), who boasts over 1.1 million Instagram followers, in attendance.
Since launching in December 2016, L.O.L. Surprise! has become a global phenomenon, driving the unstoppable craze for collectables. The brand won its 5th consecutive Dream Toy and Doll of the Year in the UK Toy Industry Awards, 2022.
Spring has seen L.O.L. Surprise! launch the new L.O.L. Surprise! Queens series, which celebrates the spirit of sisterhood in straightening each other’s crowns and encourages children to embrace who they are; the World Travel series with a new storytelling travel theme; the all-new Mini L.O.L. Surprise! series, which allows fans to unbox their favourite O.M.G. characters, now in miniature size, as well as playsets including the epic L.O.L. Surprise! Grill and Groove Campervan.