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“L.O.L. Surprise has reignited the fun factor”

Misirli’s Faye Rashad on girls’ licences, L.O.L. Surprise and Poopsie.

Now that we’re half way through 2019, Source catches up with a selection of licensees to find out how the year has been so far, the main challenges and big successes and what hopes they have for the remainder of the year.

Today: Faye Rashad, design and licensing manager, Misirli

“Girls licences took a dip over the past few seasons added to reduced option counts. This has been a real challenge to keep the buyers momentum going on licence options opposed to their own designed fashion packs.

However with such strong properties such as MGA’s L.O.L. Surprise and the highly anticipated sequel to Disney’s Frozen, the uplift on girls licence options for AW19 is looking really promising.

L.O.L. Surprise has reignited the fun factor – like the toys, our product is selling on such high rates of sales that we are receiving repeat orders/top ups before the product has even really fully landed in-store. We’re expecting Poopsie to have the same impact going into 2020.

The future is bright… it poops slime, glitter and rainbows.”

This feature originally appeared in the summer 2019 edition of Licensing Source Book. To read the full publication, click on this link.

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