Source: MGA Entertainment (MGAE)/The Toy Book

MGA Entertainment (MGAE) has been crossing over into the music realm with its L.O.L. Surprise! dolls for quite some time, but now it’s making things a little more official.

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.

Related: MGA Entertainment Introduces L.O.L. Surprise! Dance Dance Dance! Series

“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.

About the author

James Zahn

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.

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