L.O.L. Surprise! celebrates 10th anniversary with music-festival-inspired campaign

MGA Entertainment today announced plans to celebrate the 10th anniversary of its unboxing brand, LOL Surprise! The yearlong anniversary celebration is said to be inspired by the ‘energy, creativity and culture of music festivals’ and promises new entertainment, reimagined products and celebrity dolls.

The latter includes dolls of musicians Jennie, Rosalía, and another soon-to-be-revealed artist. Other celebration highlights include a Lollapalooza fan experience, original music, festival-inspired collectibles and a new, scripted live-action series set to discover the next headliner with mockumentary-style humour.

Elsewhere, L.O.L. Surprise! promises to bring its celebratory vibe to Lollapalooza. Attendees of the annual music festival can shop for exclusive merchandise, collect giveaways and discover an immersive experience designed for families, and collectors alike. The L.O.L. Surprise! Music Festival celebration launches today, with new product and fan moments continuing throughout the year.

Commenting on the success of the IP, MGA’s Chief Marketing Officer, Josh Hackbarth, said: “10 years ago, [L.O.L. Surprise!] created the unboxing phenomenon and redefined how kids and collectors discover and play…” He added: “Today, our 7/07 Day celebration launches the most ambitious chapter in the brand’s evolution – a yearlong celebration designed to surprise fans at every turn.”

Other launches slated during the 10th anniversary year will also expand the L.O.L. Loves collaboration universe… They include new licensed product extensions for Harry Potter, SpongeBob SquarePants, Dr. Seuss and Hello Kitty and Friends.