MGA Entertainment to launch L.O.L. Surprise! Loves Crayola dolls
Crayola has inked a multi-year agreement for MGA Entertainment to produce and distribute Crayola-inspired dolls and licensed merchandise under its L.O.L. Surprise! Loves brand.
Beginning early 2024, MGA will create a line of L.O.L Surprise! Loves Crayola toys, with dolls themed around iconic Crayola colour names. The L.O.L. Surprise! ball collection will feature nine Crayola colour-themed dolls, while the capsule collection will feature eight Crayola colour-themed dolls – including crayons to design the dolls’ looks.
“We are excited to bring two iconic brands together that kids and parents love,” said Isaac Larian, Founder and CEO at MGA Entertainment.
“The Crayola brand challenged the L.O.L. Surprise! team to design new toys that would engage kids’ creativity and provide a new colourful way to play with the dolls.”
MGA Entertainment and Crayola also will be sub-licensing the designs of the Crayola-themed doll line into a full cross-category program, including children’s apparel, accessories, home, beauty and party available beginning Spring 2024 across retail channels.
Rich Wuerthele, Crayola President & CEO, added: “We are thrilled to partner with MGA on the L.O.L Surprise! Loves Crayola product assortment that colourfully encourages self-expression.
“The integration of iconic Crayola colours with L.O.L. Surprise dolls is sure to inspire creativity and spark imagination at playtime.”
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