Among talks, seminars and discussions on various licensing activities at this year’s Licensing Expo in Las Vegas, MGA Entertainment (MGAE) will come out with details of its new global licensing programme of its hugely successful doll line L.O.L. Surprise.
After taking the retail market by storm since launch last December, MGAE is creating a full range innovative, fresh licensed products tied to the toy line which are slated to hit retail in 2018.
The licensing programme will focus on the interests and passions of girls. It will encompass unique products that spotlight the adorable but fierce, fashion-forward dolls who come packaged in multi-layered balls that, when unwrapped, reveal various accessories for the doll found at its core.
The doll company will extend its substantial support of the toy line to the launch of the licensing program, implementing a comprehensive traditional and digital marketing strategy, including advertising, public relations and influencer campaigns, national promotional partnerships and retail promotions.
“We are delighted by the public’s passionate response to these amazingly engaging dolls,” said MGAE’s Head of Global Licensing Juli Boylan.
“In developing the global licensing program, we have a seemingly limitless opportunity to engage potential partners in every key product category – from apparel and accessories to publishing and stationery – buoyed by the phenomenal consumer response to L.O.L. Surprise! and the continuing success with major retailers including Toys ‘R’Us, Walmart, Target and Amazon. L.O.L. Surprise! is a truly innovative toy and we have an equally impressive licensing program,” she added.
MGAE has developed a style guide drawing on the Clubs as themes and incorporating fun phrases and emojis, including character art, graphics, badges/Icons, patterns and borders.
Slated to reach retail between spring and autumn 2018, phase one of the L.O.L Surprise! global licensing campaign will target fashion apparel, sleepwear and accessories with phase two products including health and beauty, gift and novelty, stationery and party good, and crafts and activities.
Phase three will encompass publishing, back-to-school, game and electronics and home décor while phase four will look to address food and beverage, seasonal, and sporting goods.
