L.O.L. Surprise! is turning 10 with its biggest celebration yet. MGA Entertainment is commemorating the milestone by transforming the brand into a yearlong music festival experience, complete with new dolls inspired by global music stars, fresh entertainment, live fan activations, and an updated look for the franchise’s iconic characters.
The festival is a year-long celebration. | Source: MGA Entertainment
The L.O.L. Surprise! Music Festival kicks off with a lineup of new toys inspired by the excitement of live concerts. | Source: MGA Entertainment
Dubbed the L.O.L. Surprise! Music Festival, the anniversary campaign launched on the brand’s annual “7/07 Day.” The celebration rolls out new products, content, and experiences throughout the coming year.
“Ten years ago, L.O.L. Surprise! didn’t just change the toy aisle. It created the unboxing phenomenon and redefined how kids and collectors discover and play,” says Josh Hackbarth, Chief Marketing Officer at MGA Entertainment.
Jennie makes hertheir L.O.L. Surprise! debut. | Source: MGA Entertainment
Rosalía joins L.O.L. Surprise! with collectible Tot figures and O.M.G. fashion dolls. | Source: MGA Entertainment
Leading the product lineup are new L.O.L. Surprise! Music Festival Headliners collectibles inspired by global music artists Jennie and Rosalía. The collection includes both Tot collectibles packaged in heart-shaped surprise capsules and O.M.G. fashion dolls inspired by the performers’ signature stage looks. MGA says a third mystery headliner will be revealed later.
The broader anniversary assortment expands on the music festival theme with collectible Tots representing different musical genres, Furniture Packs, a Tour Bus playset, and a Music Festival Advent Calendar. The new collectibles also feature refreshed doll-face sculpts, marking the first major visual redesign in the brand’s 10-year history.
Entertainment also plays a major role in the anniversary celebration. Beginning Aug. 1, the eight-episode live-action comedy series L.O.L. Surprise! The Next Headliner debuts on YouTube, following five aspiring performers as they form a girl group. The series will feature original music and appearances from a Grammy-winning artist.
Fans can also experience the celebration in person when L.O.L. Surprise! heads to Lollapalooza with an immersive activation featuring exclusive merchandise, giveaways, and interactive experiences inspired by the Music Festival theme.
The Sanrio collaboration includes plush. | Source: MGA Entertainment
A Sanrio collab is on the way. | Source: MGA Entertainment
A SpongeBob SquarePants collection clocks in later this year. | Source: MGA Entertainment
Sort your favorite Harry Potter wizards later this year. | Source: MGA Entertainment
The anniversary extends beyond toys through new licensed collaborations with brands including Harry Potter, SpongeBob SquarePants, Dr. Seuss, and Hello Kitty and Friends, while fans can also participate in a yearlong sweepstakes and limited-time anniversary promotions through MGA Shop.
