L.O.L. Surprise! marks 10th anniversary with year-long music festival celebration
MGA Entertainment is celebrating the 10th anniversary of L.O.L. Surprise! with the launch of the L.O.L. Surprise! Music Festival, a year-long campaign inspired by the energy and creativity of music festivals. The celebration, which kicked off on 7/07 Day (July 7), includes new product launches, original entertainment, live experiences, celebrity collaborations and fan activations.
Jennie and Rosalía make their L.O.L. Surprise! doll debut
As part of the anniversary programme, global music stars Jennie and Rosalía make their L.O.L. Surprise! doll debut, with a third artist still to be revealed. The campaign also introduces a new range of Music Festival-themed collectibles, playsets and fashion dolls, alongside updated doll sculpts debuting across the collectible and fashion doll ranges.
Launch of the eight-episode live-action series
The anniversary celebrations also include the launch of the eight-episode live-action series L.O.L. Surprise! The Next Headliner, premiering on 1 August on the brand's YouTube channel, as well as a fan experience at Lollapalooza. In addition, the L.O.L. Loves collaboration program will expand with new licensed products inspired by brands including Harry Potter, SpongeBob SquarePants, Dr. Seuss and Hello Kitty and Friends.