Toy market news

MGA enters into global music partnership for L.O.L. Surprise!


The partnership will see MGA team up with Magic Star of Sony Music UK to support the L.O.L. Surprise! brand, with the first single set to launch in March.

Magic Star is Sony Music UK’s children’s entertainment label and has built up a roster of both established and development artists, and brand partnerships, since its launch in October 2019. The label will work with Sony Music Entertainment’s (SME) record labels in more than 40 markets around the world to release new music from L.O.L. Surprise!, expanding the brand and enabling fans to engage with it in a new way. Magic Star will use its expertise to create and produce music to support L.O.L. Surprise! product lines and future marketing initiatives, bringing the characters to life and enhancing storytelling moments through the power of music.

Next month, L.O.L. Surprise! and Magic Star will support the debut of the single ‘I’m a Queen,’ supported by a music video featuring L.O.L. Surprise! animated characters and a lyric video.

The partnership kicked off in September 2020 with the debut of the L.O.L. Surprise! Remix album, featuring new and original tracks to support the brand’s Remix range; the first series of L.O.L. Surprise! dolls that focused on music. Exciting content supported the music launch, including multiple lyric videos and animated music videos. To date, fans around the world have amassed more than 18m streams and 100m YouTube views of the album and music videos.

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