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.’”
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.