INProduction Licensing‘s Greenre brand inked a new deal with MGA Entertainment (MGAE) to produce an eco-friendly collection of L.O.L. Surprise! stationery items for the Canadian market. The line will span categories including stationery, crafts, activity kits, novelties, back-to-school, and select home products.
“MGAE and L.O.L. Surprise! are globally award-winning, have heightened category extension power, and have an unparalleled reach with kids of today,” says Keith Loiselle, president, and CEO of Greenre Brand. “Their forward approach with product creative, innovation, and trendsetting development is inspiring.”
The new collection of products will be manufactured using of a mix of recycled, natural materials, recyclables, bio-fibers, and more. Greenre says that its products use “a variety of post-consumer and post-industrial recycled materials” in addition to bamboo, stone, and corn starch, and biodegradable and natural fabrics such as hemp, jute, and cotton.
“Leaving a healthy planet for future generations is an MGAE business priority,” says Sandrine de Raspide, general manager of international sales and licensing, MGAE. “This includes not only looking at the products created by MGAE, like our L.O.L. Surprise! dolls, but also products with our valued licensing partners. Greenre brand’s experience and expertise strategically aligns with our efforts to ensure we are bringing new, innovative products to fans.”
In recent years, MGAE has made numerous moves toward sustainability, including a recycling program with TerraCycle, and the debut of the Little Tikes Go Green line last year. Additional details on the collaboration with Greenre will be revealed in the months ahead.
