Toy market news

L.O.L. Surprise! encourages fans and families to "Find Their Fierce"

The popular fashion doll brand launches all-New O.M.G. Fierce dolls and announces three-city retail experiential pop-up event

L.O.L. Surprise!, the global sensation from MGA Entertainment (MGA) that first took the world by storm six years ago, continues to make its mark with innovative new products and unique opportunities for brand engagement. This year, just in time for L.O.L. Surprise!'s birthday on Thursday, July 7, 2022, the brand will debut an all-new, taller, fiercer fashion doll line, L.O.L. Surprise! O.M.G. Fierce collection. This new four-character collection features collector-quality dolls with luxe fashions, new hair styles and an attitude of confidence.

In celebration of the new line-up, the brand will embark on a three-city pop-up tour in which an immersive retail experience, L.O.L. Surprise! Find Your FIERCE, will travel from Los Angeles to Chicago and Philadelphia throughout the month of July. The new line of dolls and accompanying pop-up experiences encourage consumers to be fearless and "find their fierce" alongside their friends, family, and favorite L.O.L. Surprise! characters.