MGA Entertainment Invites Fans to a Global Viewing Party for L.O.L. Surprise! Remix Collection Launch

Source: MGAE/The Toy Book

The latest brand extension for MGA Entertainment’s (MGAE) popular L.O.L. Surprise! will crank the amps to 11 in a multi-genre celebration of music spanning pop, hip hop, country, R&B, and rock.

On Sept. 26, L.O.L. Surprise! Remix puts a musical spin on the three-time Toy of the Year (TOTY) winning brand for a fresh season of fashion. A global livestream event hosted by Tahani Anderson (So You Think You Can Dance) will take place on the L.O.L. Surprise! YouTube channel beginning at 9 a.m. PDT. The event will be presented in a 360-degree virtual reality experience and will feature original dance numbers crafted by choreographer Marvin Brown (Jennifer Lopez, Britney Spears).

“This is no ordinary toy launch. L.O.L. Surprise! is a triple threat — for the first time we are launching together an innovative product line that is unlike anything at retail, an original music album that the team developed, and the world’s biggest viewing party,” says Isaac Larian, CEO and founder of MGA Entertainment. “L.O.L. Surprise! is the No. 1 fashion doll because we don’t settle for traditional. We create cultural tsunamis — moments and movements that get fans excited and that break through ‘the ordinary.’”

Source: MGAE/The Toy Book

For the first time ever, MGAE will issue a full-length album to support the brand. L.O.L. Surprise! REMIX is available to preorder now and will be available on CD and for streaming and download beginning Sept. 25. The first single, “Crew Remix,” is available now.

The full range includes a Boombox, Hair Flip Dolls, Pets, O.M.G. dolls, a Plane playset, and a Super Surprise Box Set featuring two rock bands.

Preorders for the full line begin today with free downloadable party activities and the new Remix dance tutorial available via the official site.

About the author

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.