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L.O.L. Surprise Loves Crayola collaboration hits global retail

MGA Entertainment and Crayola have inked a colourful new multi-year licensing deal, which will see MGA create Crayola-inspired dolls and merchandise globally under its L.O.L. Surprise Loves brand.

The new collection – which is popping up in toy aisles this month – introduces nine characters, each revealing seven surprises upon unboxing. Each tot’s ball and style matches an iconic Crayola colour.

In addition, there is also a L.O.L. Surprise Loves Crayola Colour Me Studio which features eight giant crayon capsules with an entire art studio inside. Each of the capsules comes with four Crayola crayons, numerous surprises, accessories and 20 paper fashions to design and make your own looks.

“We are thrilled to see this partnership come to fruition with the first collection of L.O.L. Surprise! Loves Crayola tots and Colour Me Studio,” commented Isaac Larian, founder and ceo at MGA Entertainment. “Fans love L.O.L. Surprise! largely because of the brand’s commitment to creativity and expression. For the same reasons, Crayola is a family household name. We eagerly anticipate the boundless creativity that this collaboration will inspire.”

As the partnership blossoms, MGA and Crayola have plans to sub-licence the Crayola-themed doll line designs into a comprehensive cross category programme. This will encompass children’s apparel, accessories, home décor, beauty products and party suppliers, hitting retail channels this spring.

Rich Wuerthele, president and ceo at Crayola, continued: “This exciting collaboration with L.O.L. Surprise! will delight children and engage their imaginations, while expanding our portfolio of lifestyle products that will inspire creativity, celebrate individuality, and promote self-expression in all ages.”

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