The company behind the bestselling doll brand inked a music deal with Sony Music UK’s Magic Star to develop new ways to expand L.O.L. Surprise! through the power of music-based storytelling.
Under the new agreement, Magic Star will collaborate with Sony Music Entertainment’s (SME) record labels — including Columbia Records’ Jam Jr. — to create and produce music that will support the L.O.L. Surprise! brand and its product lines and marketing initiatives. The new music will be distributed in more than 40 territories around the world.
“Music transcends borders and allows our fans to engage with the brand in a new and exciting way,” says Sandrine de Raspide, general manager international and licensing, MGAE. “This new partnership with Magic Star, complemented by Sony Music’s deep marketing reach around the world and L.O.L. Surprise! fans, positions the brand for chart-topping success.”
MGAE launched its partnership with Magic Star last September with the global debut of the L.O.L. Surprise! REMIX album in support of the fall toy launch.