At Toy Fair New York, MGA Entertainment Inc. (MGAE) revealed plans to expand its transmedia content offerings for its massively successful L.O.L. Surprise! brand.

For nearly four years, MGAE has grown L.O.L. Surprise! through digital content that embraces the personalities of its dolls. Video content has racked up more than 537 million views globally through stop-motion unboxing videos and an ongoing web series called Unboxed! Last fall, the company went even bigger with the release of the L.O.L. Surprise Winter Disco movie which debuted in the U.S. on Amazon Prime.

“Our L.O.L Surprise! fans are consistently looking for new ways to engage with the brand, and we are focused this year on delivering a slate of new content that our fans around the world will enjoy,” says MGAE CEO and Founder Isaac Larian.

New content is being developed specifically for theaters and cinemas around the world with L.O.L. Surprise! theatrical events kicking off in the UK and the Middle East. Later this year, audiences in Turkey, Australia, Poland, and Italy will catch the brand in theaters, and L.O.L. Surprise Winter Disco will get a big push in Japan thanks to a deal with Aeon Cinemas to bring the film to 50 screens.

“Team MGAE is already establishing exciting new ways to reach fans and this is just the beginning,” Larian says.

Additional content reveals are promised for the months ahead.