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MGA unveils dynamic Hamleys window takeover

Windows at London flagship feature licensed brands including L.O.L. Surprise and Little Baby Bum.

MGA Entertainment has kicked off 2020 with a bold retail execution with Hamleys.

The company has unveiled its biggest takeover of the Hamleys London flagship store windows. Running until February 12, the windows will showcase the latest new licensed brand to launch from Little Tikes – Little Baby Bum – as well as top selling collectable doll brand, L.O.L. Surprise.

Little Baby Bum – which is a digital animated show featuring classic nursery rhyme stories and kids’ songs – has amassed a following of more than 20 million subscribers to date.

Little Tikes’ toys and products are aimed at babies and toddlers, with popular characters from the series, Buster the Bus and Twinkle the Star, among those starring in the window feature.

Consumers will also see the latest collectable doll brand, Na! Na! Na! Surprise, which launched in the US earlier this month. The two-in-one surprise starts with a confetti-popping experience which reveals a soft pom purse. Open the pom and one of six, first-ever soft-articulated fashion dolls and accessories emerge.

The dolls are available to buy exclusively at Hamleys from January 16-24.

Bestselling collectable brand L.O.L. Surprise is showcasing its newest series, #Hairvibes, as well as the next round of the O.M.G fashion dolls which come to life on a revolving catwalk, demonstrating the four new characters.

The window is completed with parody and slime collectables from Poopsie Slime Surprise.

“The Hamleys team has been a great partner to help bring the vision of these windows to life,” said Samantha Wilson, UK marketing director at MGA Entertainment. “We are constantly looking for bold, eye-catching ways to promote our products and launch the new brands, such as Little Baby Bum, and products that are slated for the New Year.

“It’s a start to 2020 and it’s the first of many activations that we’ll be creating this season to bring excitement to our fans.”

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