MGA Entertainment, Gamefam and WildBrain Spark team for L.O.L. Surprise! Roblox integration

MGA Entertainment’s L.O.L. Surprise! collaboration with leading Roblox developer Gamefam and award-winning digital media company WildBrain Spark has launched phase two of its six-week campaign in the popular “Twilight Daycare” game in Roblox.

The campaign first kicked off in March and garnered over 85 million global engagements in the first 10 days. Fans were tasked with completing interactive challenges presented by the newest L.O.L. Surprise! dolls that hit shelves this month.

The L.O.L. Surprise! collaboration with Gamefam marks the start of a partnership in which the players of Gamefam’s “Twilight Daycare” and fans of L.O.L. Surprise! collide. The integration offers players a new and immersive gaming experience, featuring all-new L.O.L. Surprise! characters.

The collaboration is the latest example of kids’ entertainment IP breaking into the digital space through strategic placements across leading digital platforms. The L.O.L. Surprise! integration in “Twilight Daycare” has proven wildly popular since its debut and has exceeded all engagement forecasts. Now, players can experience a second round of gameplay with even more surprises within “Twilight Daycare” until April 15.

Twilight Daycare is developed by Gamefam within the Roblox universe that allows users to play as babies, toddlers, or caretakers as they participate in activities like feeding, nappy changing, playing with toys, and more. The partnership allows for fans of both the game and brand to socialise with L.O.L. Surprise! OMG Queens and twelve L.O.L. Surprise! dolls, win costumes worn by the characters, enter an L.O.L. Surprise! Diner, and a customised L.O.L. Surprise! House. Both the costumes and house will stay with the players after the activation is complete, encouraging continued play. The integration also includes in-game L.O.L. Surprise billboards for players to check out as players whip through the streets of Twilight Daycare City.

“We are thrilled to partner with one of the best developers of Roblox games, Gamefam, on this innovative partnership. With the addition of WildBrain Spark, we have been able to bring L.O.L. Surprise! to the virtual world in a groundbreaking and engaging way,” says Isaac Larian, CEO and Founder of MGA Entertainment.

Joe Ferencz, CEO of Gamefam, says: “Gamefam provides not just Roblox’s biggest ad network, but the only one owned and operated by creators and for creators, allowing for the most scaled and authentic brand campaigns in the metaverse. L.O.L. Surprise! is a strong, organic fit with our Twilight Daycare franchise and offers players incredible value – deep interactions with a brand they know and love in a delightful setting. We’re thrilled with how players have engaged with L.O.L. Surprise! in Twilight Daycare and are excited to see phase two roll out.”

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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