Roblox L.O.L. Surprise! The Official Party | Source: MGA Entertainment/The Toy Book

It’s official: L.O.L. Surprise! is now a part of the Roblox World.

Following a few weeks of build-up, The L.O.L. Surprise! Official Party went live on Roblox today. The kid-safe digital game is the first official world to represent MGA Entertainment’s (MGAE) smash-hit toy brand within the popular digital platform. MGAE Collaborated with SuperAwesome to make the experience possible.

“L.O.L. Surprise! is a global phenomenon that continues to surprise and amaze fans with product innovations and novel ways to play,” says MGAE Founder and CEO Isaac Larian. “Newness and creativity are the driving forces behind the growth of the brand, and this gaming initiative will expand the L.O.L. Surprise! universe into a completely new world for our fans — one that will bring them together while reinforcing our efforts to keep kids and parents safe.”

Related: State of the Industry Q&A 2021: MGA Entertainment

The L.O.L. Surprise! Official Party is a free gaming experience that includes interactive doll characters that kids can customize with mix-and-match outfits and accessories. The game is designed for co-play between kids and parents and features dance-offs, challenges, and unlockable rewards.

The latest L.O.L. Surprise! dolls to hit retail — the L.O.L. Surprise! Dance, Dance, Dance! series — will be featured in the new Roblox game.

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.