MGA Entertainment Plots New Content Initiatives for L.O.L. Surprise! Brand

At Toy Fair New York, MGA Entertainment Inc. (MGAE) revealed plans to expand its transmedia content offerings for its massively successful L.O.L. Surprise! brand.

For nearly four years, MGAE has grown L.O.L. Surprise! through digital content that embraces the personalities of its dolls. Video content has racked up more than 537 million views globally through stop-motion unboxing videos and an ongoing web series called Unboxed! Last fall, the company went even bigger with the release of the L.O.L. Surprise Winter Disco movie which debuted in the U.S. on Amazon Prime.

“Our L.O.L Surprise! fans are consistently looking for new ways to engage with the brand, and we are focused this year on delivering a slate of new content that our fans around the world will enjoy,” says MGAE CEO and Founder Isaac Larian.

New content is being developed specifically for theaters and cinemas around the world with L.O.L. Surprise! theatrical events kicking off in the UK and the Middle East. Later this year, audiences in Turkey, Australia, Poland, and Italy will catch the brand in theaters, and L.O.L. Surprise Winter Disco will get a big push in Japan thanks to a deal with Aeon Cinemas to bring the film to 50 screens.

“Team MGAE is already establishing exciting new ways to reach fans and this is just the beginning,” Larian says.

Additional content reveals are promised for the months ahead.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.