LOL Surprise The global licensing program includes apparel, accessories, publishing and stationery. By Bianca Herron

At this year’s Licensing Expo, MGA Entertainment Inc., or “MGAE," will share details of a new global licensing program for its successful doll line, L.O.L. Surprise!TM.

The fashion-forward doll line took the retail market by storm when it launched this past December. L.O.L. Surprise!TM comes packaged in multi-layered balls that, when unwrapped, reveal various accessories for the doll found at its core. 

In 2018, MGAE – the world’s leading privately held toy company – will kick off its global licensing program and release a variety of fresh and innovative licensed products of the doll line, which will be done in four phases:

* Phase I will target fashion apparel, sleepwear and accessories;

* Phase II targets products, including health & beauty, gift & novelty, stationery & party good, and crafts & activities;

* Phase III will encompass publishing, back-to-school, game & electronics, and home décor; and

* Phase IV will encompass food & beverage, seasonal and sporting goods.

“In developing the global licensing program, we have a seemingly limitless opportunity to engage potential partners in every key product category – from apparel and accessories to publishing and stationery – buoyed by the phenomenal consumer response to L.O.L. Surprise! and the continuing success with major retailers including Toys”R”Us, Walmart, Target and Amazon,” MGAE’s Head of Global Licensing Juli Boylan said in a statement. “L.O.L. Surprise! is a truly innovative toy and we have an equally impressive licensing program!”

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