MGA Entertainment Inc. (MGAE) will unwrap details for the new global licensing program for the L.O.L. Surprise! doll line at this year’s Licensing Expo. The line of licensed toys is slated to hit retail next year.
MGAE’s licensing program will feature a comprehensive traditional and digital marketing strategy including advertising, public relations, and influencer campaigns, national promotional partnerships, and retail promotions.
The L.O.L. Surprise! line combine dolls with fashionable accessories and the excitement of surprise. Expected to reach retail next year, the global licensing campaign will consist of four phases: the first phase will target apparel, sleepwear, and accessories; the second phase will focus on health and beauty, gift and novelty, stationery and party goods, and crafts and activities; the third phase will cover publishing, back-to-school, game and electronics, and home décor; and the fourth phase will include food and beverage, seasonal, and sporting goods.
