The Point.1888 reveals host of UK licensees across key categories for top toy brand.
The presence of L.O.L Surprise at retail is set to grow even further, with The Point.1888 revealing a host of UK licensees across key categories for the top toy brand.
The MGA Entertainment property is already the UK’s number one toy brand, and The Point.1888 is confident of further success with the licensing programme.
UK licensees joining the roster of global partners now include Aykroyds and TDP (apparel), BCI (apparel), Blueprint (stationery), Danilo (cards and gift wrap), DJ Murphy (annuals), DNC (lunchware), Dreamtex (home textiles), H&A (health & beauty), Unique (partyware), Winning Moves (games), Worlds Apart (homeware), TVM Fashion Lab (daywear and luggage), Kinnerton (confectionery), OTL (headphones), Misirli (hosiery), RMS (arts and crafts), Alligator (colouring and sticker pads), MV Sports (sporting goods), Sinco Toys (watches) and Rubie’s (dress-up).
More partners are due to be announced in the coming weeks.
“The response we’ve had from retail on L.O.L. Surprise has been fantastic,” said Aykroyd & Sons’ Sion Aykroyd. “Product launched last month with immediate repeat orders being booked due to a phenomenal sales reaction. Retailers will be expanding on their product range throughout the AW18 season with pyjamas, onesies, a dressing gown and nighties all becoming available.”
Dreamtex launched its first L.O.L Surprise home textiles ranges back in April. Commercial director Andy Downie commented: “With more retailers coming on board for autumn/winter ’18 we are expecting sales to grow and grow. We are also working closely with the Point 1888 in order to further maximise opportunities at retail.”
Bethan Garton, retail and brand director at The Point.1888, stated: “MGAE is enjoying a phenomenal consumer response L.O.L. Surprise, setting and breaking retail sales records and fueling incredible licensing opportunities for both the brand.
“We have already seen nightwear sell 94% of its stock during the first day at retail, and similarly bedding – which is usually a follower category – is selling out as soon as it hits the depot. With a large licensing programme up and running and more announcements to come, consumers will be able to enjoy L.O.L. Surprise in many different formats all of which retailers are supporting heavily.”
MGAE will be further expanding the toy line this year and in 2019, as well as supporting it with key marketing activity such as an activation at this year’s Bestival.
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