Hype teams with fashion doll brand LOL Surprise for new range of apparel and accessories

The popular apparel and accessory brand, Hype has partnered with MGA Entertainment to launch a new collection inspired by the world of LOL Surprise as each dolls lands its own mini collection of backpacks, lunch boxes, pencil cases, water bottles, t-shirts, hoodies, and joggers.

Each item in the new licensed range will showcase each character’s personality, as the range of accessories include evolving shapes showcasing the new Just Hype, as well as backpack shapes, enlarged 2D faces, detachable embossed keychains, and fabrics including glitter, holographic and sequins.

Nine designs feature in the collection, all of which channel the dolls’ core personalities through graffiti designs, leopard and cheetah animal prints, tie-dye, honeycomb, gradient skies, and pastel fades.

The 80-piece collection ranges from three to 13 years and includes t-shirts, cycle shorts and bralettes which are perfect for summer. Glitter logos, sleeve panelling, cross body panelling and woven co-branded labels complete the capsule collection looks.

Queen Bee’s collection features a brown and beige colour palette with the Glitterati club’s signature gold glitter. The lunch box and backpack feature elements of her iconic striped dress teamed with a HYPE. bee-inspired print.

Meanwhile, Diva’s look is celebrated with a cheetah inspired print in a gradient pastel pink and mint colour palette. Her backpack and lunch bag both feature her instantly-recognisable pink bow in a 3D shape.

The collaboration collection launched exclusively via HYPE.’s TikTok Shop on July 7th this year and online at www.justhype.com and retailers around the world on July 8th.

“We love bringing LOL to life through fashion and accessories to our loyal fans. Our LOL dolls each have their own individual style and working with Hype has helped create that element of surprise,” said founder and CEO of MGA Entertainment, Isaac Larian.

Liam Green, co-founder and creative director at Hype, added: “The inspiration behind the collection stems from the exciting surprise element capturing the moment when you open your L.O.L. dolls. Incorporating this into shapes, fabrics, technical detailing and over-all prints – HYPE.’s known-for eclectic touch on collaborations.”

Little Brother Books on track to sell over one million Annuals this year and reveals Christmas 2021 line-up

Little Brother Books is on track to sell over one million Annuals this year, with more than 2,500 dedicated FSDUs across major retailers in the run up to this Christmas. The feat will make the company the UK’s number one publisher of licensed annuals for the fourth year running.

Supporting its chances, Little Brother Books has details a new line-up of titles for the festive season this year, with 12 new Annuals in the collection, including titles and brands such as Blippi, CoComelon, Gigantosaurus, Roblox, and Minecraft. Each title will be hitting shelves from this September.

In an agreement inked with The Point 1881, there will be 2022 Annuals for the popular children’s YouTube live-action character, Blippi, as well as the educational songs and nursery rhymes brand, CoComelon. Also new to LBB is Gigantosaurus Annual 2022, based on the vibrant animated TV series and book licensed through Riverside Brands, as well as a new Ultimate Guide to Among Us.

The other eight titles featured in the 2022 line-up include Shoot Annual 2022, L.O.L. Annual 2022, Barbie Annual 2022, World of Dinosaurs 2022 by JurassicExplorers, Little Mix 2020 Special by PopWinners, as well as three additional ‘Ultimate Gaming Guides’ – GamesWarrior’s Ultimate Guide to Fortnite, Roblox, and Minecraft.

Little Brother Books reached the number one spot in Annuals publishing sector at the end of 2020, overcoming the plight that struck the market due to the pandemic, and expanding its retail listings and partnerships further. This year, the team is looking ready to strengthen its market position with exclusive retailer support and dedicated displays in high profile stores.

Managing director, Matthew Reynolds, said: “Like many businesses, without doubt 2020 was a rollercoaster but we came through it with flying colours and unbelievably had our most successful year to date. It meant we had to focus more than ever on new and existing retail partnerships to demonstrate that our leading products and brands were the ones to support and will deliver much needed incremental impulse sales for 2020.

“I’m pleased to say that our number one ranges delivered exactly what we promised. This success has given us the perfect opportunity to continue a growth trajectory for 2021. Having four exciting new titles on board with us is testament to the continued demand for Annuals which appeal from preschool to young adults alike.

“We can’t wait to see them hit the market from September this year. Annuals are a very important part of Christmas stocking filler purchases and the significant volumes we and our retailers sell each year shows families love to buy them at Christmas.”

MGA Entertainment’s LOL Surprise becomes latest toy brand to make move into NFTs

MGA Entertainment’s hit fashion doll brand, LOL Surprise is the latest toy brand to enter the digital collectable space, having partnered with the New Zealand based NFT app, VeVe.

Through the partnership, a series of limited edition, singularly unique digital collectables will be developed, giving fans the opportunity to collect their favourite LOL dolls and characters as 3D models which can be animated and made interactive.

The partnership marks the first time that VeVe has developed a series of NFTs based on a property taken form the children’s market.

Currently recognised as the only app of its kind, VeVe allows fans to interact with their collections through mixed reality technology that brings their favourite toys and other collectables to life. Fans will also be able to share their own curated collections of photos, videos, and virtual showrooms with their friends and the fan community using the app’s features.

“This is a very exciting step to be partnering with the world’s largest toy brand and we look forward to offering a new and exciting way for fans to play and engage,” said David Yu, co-founder and CEO, VeVe.

“With hundreds of thousands of satisfied adult fans we look forward to creating offerings for younger fans.”

VeVe NFT digital collectibles are minted on the blockchain, which allows for an immutable record of authentication and for fans to collect their digital products in a fun and engaging experience. Since last December, the VeVe app has been downloaded more than 350,000 times and has sold over 580,000 NFT digital collectibles to avid fans.

VeVe is currently one of the top apps in the entertainment category on the Google app store.

On top of that, earlier this year VeVe announced its plans to be the first carbon neutral NFT platform and committed to 100 per cent carbon neutral NFTs, offering grants to environmental nonprofits to raise money for causes.

“We are very excited to be working with a company who, like MGA, creates unique ways to experience the world of fandom. Combining technology with toys has been successful for us in the past and we are looking forward even more success with VeVe,” said Isaac Larian, CEO and founder of MGA Entertainment.

More details on the L.O.L. and other MGA collectibles series, including drop date, will be announced in the coming weeks.

Toy brand LOL Surprise to innovate family entertainment with Live Hologram Tour of the US

A new immersive LOL Surprise Hologram Tour is hitting the road across the US this autumn, marking the latest in innovation from the multi-award winning, globally revered toy brand.

LOL Surprise Live – Calling All B.B’s will feature fan favourite and best-selling characters Lady Diva, Royal Bee, Neonlicious, and Swag in the first family spectacular with original music, dancers, a DJ, and never before seen live holograms. The first leg of the US-wide, 44-city tour will kick off on September 30th in California.

The tour will travel coast to coast, hitting Chicago, Atlanta, Detroit, Las Angeles and more.

L.O.L. Surprise! is a toy brand that has fast become known for its innovation and mission to engage audiences in play and family experiences. The new tour will now use ‘groundbreaking hologram technology’ to bring the popular characters to life through singing, dancing and interaction with live audiences.

CEO of MGA Isaac Larian, said: “We love all of our L.O.L. Surprise! fans and this experience will surprise and amaze fans from ages three to 99. A must see, can’t miss moment. A Superbowl meets the Grammys event for kids and families of all ages.”

Jonathan Shank, LOL Surprise Live tour producer at Terrapin Station, said: “We are excited to be the first family touring show to use this groundbreaking live hologram technology. Fans attending the show are going to dance, sing and experience a show in a way they never have before.”

The live concert will feature songs from the forthcoming L.O.L. Surprise! album (Magic Star/Sony), including the first release “I’m a Queen,” along with classic hits like “Calling All B.B.’s” and “Remix.”.

A toy and children’s entertainment industry phenomenon, L.O.L. Surprise! became a hit since launching in 2016. With over 15 billion YouTube views, L.O.L. Surprise!  is one of the best-loved brands in the world with celebrity fans including Kim Kardashian, Cardi B, Ciara and many others.

Little Brother Books welcomes LOL Surprise, Barbie, and Fortnite to the annuals roster

LOL Surprise, Barbie, Fortnite, Roblox, and Minecraft will each be expanding their presence across the children’s Annuals market, thanks to a bolstered new portfolio of titles to launch from Little Brother Books.

The UK Annuals publisher is preparing to launch a range of six new titles this spring/summer, which will include three Fun, Play and Learn titles hitting shelves this May, featuring the popular toy brands LOL Surprise and Barbie. The pair will be joined by World of Dinosaurs.

This season will also see the launch of three Ultimate Gaming Guides, including GamesWarrior’s Ultimate Guide to Fortnite, Roblox, and Minecraft.

All six titles will feature new content created exclusively by Little Brother Books and will each be priced at £5.99. The series will go on sale this mlnth across Amazon, TJ Morris, Sainsbury’s, Smyths Toys, and other book retailers.

Little Brother Books believes that high visibility at retail is key to driving impulse sales and has been successful in placing 1000s of dedicated FSDU/POS in major retailers over recent years.

Matthew Reynolds, MD at Little Brother Books, said: “Our mid-year Annuals and Gaming Guides launching this season are testament to our success in refreshing this market and I’m thrilled that we have six titles to delight parents and children alike this summer with six of the hottest properties in the market.

“Despite 2020’s challenges, Little Brother Books once again dominated the Annuals market, and we retained our position as the number one publisher in this sector for the third consecutive year with unrivaled distribution for our leading brands.

“2021 is shaping up to be even more successful with other major retailers coming onboard, as well as exciting new brands joining our portfolio.”

MGA Entertainment signs global music deal with Sony Music’s Magic Star label

MGA Entertainment has become the latest toy company to align itself with the music industry, having signed an exclusive music partnership with Sony Music UK’s children’s label, Magic Star in support of its global toy brand, LOL Surprise.

Under the new deal, Magic Star will work with Sony Music Entertainment’s record labels in more than 40 markets around the world, including Columbia Records’ Jam Jr to release new music from LOL Surprise and expand the brand to enable fans to engage in a new way.

Magic Star will create and produce music to support LOL Surprise product lines and future marketing initiatives, bringing the characters to life and to enhance storytelling moments through the power of music. 

Next month, LOL Surprise and Magic Star will support the debut of the next single “I’m a Queen.” Supported by a music video featuring LOL Surprise animated characters and a lyric video.   

Will Speer, head of Magic Star, Sony Music UK, said: “Music plays such an important role in children’s lives from an early age. We are excited to bring this partnership and MGA Entertainment’s products to young global audiences.

“Music transcends borders and allows our fans to engage with the brand in a new and exciting way,” said Sandrine de Raspide, general manager international and licensing at MGAE. “This new partnership with Magic Star, complemented by Sony Music’s deep marketing reach around the world and LOL Surprise fans, positions the brand for chart topping success.”     

Magic Star and MGAE kicked off the partnership in September 2020 with the debut of the LOL Surprise REMIX album, featuring new and original tracks to support the brand’s REMIX toy line – the first series of LOL Surprise dolls that focused on music.

The teams released content for fans that supported the music launch, including multiple lyric videos and animated music videos. As of today, fans around the world have amassed more than 18 million streams and 100 million YouTube views of the album and music videos.   

Magic Star has built up a roster of both established and development artists and brand partnerships since its launch in October 2019.


Star Wars, Pokémon, and LOL Surprise help US toys sales surge $3.5bn for 2020

Entertainment brands Star Wars, Marvel, Pokémon, and LOL Surprise have been named among the top properties of 2020 to have helped US toy sales surge by $3.5bn according to the latest results from the NPD Group.

Combined, the top five properties – all the aforementioned plus Mattel’s fashion doll brand, Barbie – accounted for 13 per cent of all US toy sales on the year.

In an unprecedented year for the global toy industry, the NPD Group has attributed the 16 per cent sales growth of the toy sector for 2020 to diverted disposable income as parents – spending more time at home with their children – place greater value on play and toys, spending money saved from restrictions imposed in the fight against the pandemic.

For the year, toy sales in the US generated $25.1 billion, an increase of 16 per cent on the year prior.

Nationwide lockdowns and restrictions across the US saw disposable income diverted from usual mainstream entertainment avenues to toys, as well as the onset of federal stimulus checks.

While toy sales through mid-March 2020 were flat on 2019, widespread lockdown measures led to an abrupt increase in sales. This was amplified by the distribution of stimulus checks beginning in April, resulting in the strongest month of growth for the year in May (an increase of 38 per cent).

The NPD Group states that toy industry growth peaked again in October with an increase of 33 per cent when the holiday season kicked off with Amazon Prime Day along with other retailer deals the same week.

“2020 was an unprecedented year for the US toy industry. The growth we’ve seen in the toy industry speaks to the fact that parents are willing to put their children’s happiness above all else,” said Juli Lennett, vice president and industry advisor, US Toys, The NPD Group.

“The industry’s resiliency is very much underpinned by the reality that, in times of hardship, families look to toys to help keep their children engaged, active, and delighted. Put simply, toys are a big part of the happiness equation.”

A major theme of the US retail scene over the course of the past year has been the surge in online shopping. Some retail closures and consumer hesitancy towards shopping in stores led to a surge in online toy sales. In the first three quarters of 2020, the online channel gained 10 share points from the 23 per cent share in 2019, leading to 75 per cent growth in overall online toy sales year over year.

Not only did pure play online retailers do well, but brick and mortar retailers that had buy online, in-store pickup, or curbside options, also outperformed.

The top dollar growth sub-segments in 2020 were sports toys, which includes skates, skateboards and scooters (up 31 per cent), fashion dolls and accessories ( up 56 per cent), building sets (up 26 per cent), games (up 29 per cent), and summer seasonal toys (up 24 per cent).

The top properties of 2020 included L.O.L. Surprise!, Barbie, Star Wars, Pokémon, and Marvel Universe. The top five properties combined accounted for 13 per cent of all toy sales on the year.

While units declined in seven of the 11 super-categories, average selling price increased in every super-category. The increase in average price was a key driver of the growth in dollar sales and was driven by a shift in product mix to higher-priced categories.

MGA Entertainment lands fashion deal with Poetic Brands for Na! Na! Na! Surprise clothing

MGA Entertainment has made its latest fashion move through a partnership with the licensed apparel specialist, Poetic Brands to launch a clothing range based on the Na! Na! Na! Surprise doll range.

The specialist apparel licensee is working on a range of children’s apparel, outerwear and swimwear, nightwear and essentials based on the new property aimed at children aged three and older.

Poetic Brands will also launch a range of face masks for Na! Na! Na! Surprise and LOL Surprise OMG dolls in the coming months.

Na! Na! Na! Surprise launched in the US in late 2019, followed by the UK in September 2020. The collectible dolls offer a new unboxing experience, featuring a balloon that when blown up and then popped provides fans with a confetti surprise.

Inside the balloon is a plush pom, which holds one of six soft posable fashion dolls, outfits and shoes. Each doll has a special nametag that explains more about their style and personality.

Anne Bradford, director, Poetic Brands, said: “With the success of LOL Surprise and LOL Surprise OMG dolls on toy and apparel at retail, and a team experienced with working on both of these products, we jumped at the opportunity to work on Na! Na! Na! Surprise.

“The concept of Na! Na! Na! Surprise is perfect for its target customer and we are looking forward to creating daywear and nightwear ranges. In addition, we are producing face masks for OMG & Na! Na! Na! Surprise.”

MGA Entertainment teams with PUMA for LOL Surprise sneaker line

MGA Entertainment has partnered with the global sports company PUMA to help LOL Surprise fans walk with a little more pep in their step this season, thanks to the launch of a new sneaker and apparel collection. The range will be made available via Kids Foot Locker and PUMA stores across the US from this month.

Featuring L.O.L. Surprise fan favorites, Diva and Queen Bee, the two fashionable characters are the muses behind the collection. Diva is featured in the PUMA Future Rider x Diva sneaker, while Queen Bee is front and center on the PUMA Cali Sport x Queen Bee sneaker.

In addition to the PUMA Future Rider x Diva and Cali Sport x Queen Bee sneakers, the collection  includes bold graphic T-shirts and leggings that embody the bright and signature colors of the  L.O.L. Surprise brand while also sporting larger than life images of Diva and Queen Bee. 

The full PUMA x L.O.L. Surprise collection ranges from $22-$75 and will be available exclusively in store and online at the Foot Locker family of brands (including Kids Foot Locker, Foot Locker, Champs Sports, Footaction and Eastbay), PUMA.com and the PUMA NYC Store starting Nov. 20. 

Another win for licensed toys as Star Wars, WWE and Super Mario land Smyths’ top toys for Christmas top spots

WWE, PAW Patrol, Pokemon, and Super Mario have all made the top billing as this week sees the international toy retailer, Smyths Toys, take its turn in listing its top toy predictions for Christmas 2020, pitting some of the world’s biggest and long-lasting toy brands against new launches in the space this year.

Licensed toys have once again featured heavily in the retailer’s top ten picks, with LEGO Super Mario, Star Wars Mandalorian, and Barbie making their appearacne alongside pre-school staple PAW Patrol, and the universally popular Pokemon and LOL Surprise toy brands.

Sinead Byrne, joint head of marketing at Smyths Toys, said: “We are excited to announce our Top 10 Toys for Christmas, and it was a difficult choice again this year. We have some cool characters from L.O.L. Remix and Pokémon to Mario and The Child, as well as our exclusive Wrekkin’ Slambulance, as seen live on WWE last week.

“PAW Patrol has entered the age of dinosaurs, and Barbie’s Princess Adventures are hot to trot. Mix up game night with Monopoly for Sore Losers, Mini Brands Mini Mart shelves are full and ready to go and the Present Pets unboxing experience is sure to delight any child this Christmas.”

The toys all feature in the newly released Smyths Toys catalogue and are available in all stores nationwide. 

Smyths Toys Superstores now trades from over 130 stores across the UK and Ireland. Catering for all ages, the leading toy retailer offers a huge range of toys, video games, bikes and baby products, including all the top brands.

Top Toys 2020 – Click here 

Smyths Toys Superstores Top Toys List:

  • WWE Wrekkin’ Slambulance
  • Pokémon Carry Case 
  • Star Wars Mandalorian The Child Animatronic 
  • L.O.L. Surprise! O.M.G. Remix 4-in-1 Plane and Remix dolls 
  • Barbie Princess Adventure Prance & Shimmer Horse
  • Present Pets 
  • LEGO Super Mario Starter Set
  • Monopoly Sore Losers 
  • PAW Patrol Dino Rescue Dino Patroller Motorised Team Vehicle with Chase & T-Rex

  • Mini Brands Mini Mart