107_109_111_113_News.qxp_NEW LSB 2008 GRID 25/05/2023 16:31 Page 107
From toy and game releases and upcoming TV content to health and beauty buys and fashion collabs, LSB rounds up the latest news from MGA Entertainment.
L.O.L. Surprise! to launch innovative Bubble Surprise line Globally popular toy line L.O.L. Surprise! has harnessed the power of colour transformation for its latest brand extensions. Launched in March 2023, L.O.L. Surprise! Sunshine Makeover Dolls (Tots and larger L.O.L. Surprise! O.M.G. dolls) reveal
hair and fashion changes when exposed to daylight, while L.O.L. Surprise! Bubble Surprise Dolls, slated for release on 1 June 2023, feature an all-new innovative foaming
Blockbuster brand L.O.L. Surprise! is the #1 property in the Total UK Playset Dolls & Accessories and Collectibles categories in value sales and the #2 Doll property in value sales overall [Circana, UK POS retail tracker value sales, year to date December 2022].
action, 12 fan-favourite Tots and “dazzling bubble surprises” to discover. All you have to do is mix water and the provided “sugar” and “spice” in the ball, then twist and watch the bubbles fizz up and change colour to reveal the hidden doll and other items. Additional products (launching June 2023) that undergo this transformation include the L.O.L. Surprise! Pets line, and L.O.L. Surprise! Bubble Surprise Deluxe, which includes an exclusive Tot doll, Lil Sister, Pet, two outfits, two pairs of shoes, a bottle and colour-changing fizz.
Six new characters join the Rainbow High family Having been named Doll of the Year by the UK Toy Retailers Association earlier this year, Rainbow High (including spin-off lines Shadow High and Junior High) continues to dominate the fashion doll market. Now, fans of MGA’s colourful brand can expand their collections following the launch of six new characters in the Spring 2023 collection. The latest range features Priscilla Perez, Michelle St Charles, Olivia Wood, Kim Nguyen, Aidan Russell and Victoria Whitman, the first doll with freckles from head to toe. Championing inclusion and diversity, each doll comes dressed in a stylish outfit – including fun accessories such as hair styling tools and mini laptops – that reflects their own unique personality, and features Rainbow High’s trademark brushable hair, glass eyes, long eyelashes and fully articulated features.
Launched just three years ago, fashionforward doll brand Rainbow High was the 11th bestselling toy in the UK overall in 2022, according to Circana POS data for January– December 2022, and is currently the #3 Doll property and the fastest-growing Fashion Doll brand.
LICENSING SOURCE BOOK EUROPE 2023
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30/05/2023 14:52