The L.O.L. Surprise! brand is expanding in a colorful way.
MGA Entertainment has inked a new multiyear deal with Crayola to produce and distribute Crayola-inspired dolls and licensed merchandise under its L.O.L. Surprise! Loves brand.
“We are excited to bring two iconic brands together that kids and parents love,” says Isaac Larian, Founder and CEO of MGA Entertainment. “The Crayola brand challenged the L.O.L. Surprise! team to design new toys that would engage kids’ creativity and provide a new colorful way to play with the dolls.”
Beginning in early 2024, MGA will create a line of L.O.L. Surprise! Loves Crayola toys that will combine kids’ favorite dolls with iconic Crayola color names. The L.O.L. Surprise! ball collection will feature nine Crayola color-themed dolls, while the capsule collection will feature eight Crayola color-themed dolls with crayons to design the dolls’ looks.
“We are thrilled to partner with MGA on the L.O.L. Surprise! Loves Crayola product assortment that colorfully encourages self-expression,” says Rich Wuerthele, President and CEO of Crayola. “The integration of iconic Crayola colors with L.O.L. Surprise! dolls is sure to inspire creativity and spark imagination at playtime.”
MGA and Crayola will also be sub-licensing the designs of the Crayola-themed doll line into a full cross-category program that includes children’s apparel and accessories as well as home, beauty, and party products beginning in the spring of 2024.
