MGA Entertainment and Crayola Forge Multi-Year Partnership for L.O.L. Surprise! Loves Brand

MGA Entertainment (MGA) and Crayola have officially announced a multi-year agreement, empowering MGA to produce and distribute Crayola-inspired dolls and licensed merchandise globally under its L.O.L. Surprise! Loves brand.

Isaac Larian, Founder and CEO of MGA Entertainment said, "We are delighted to unite two beloved brands that hold a special place in the hearts of both children and parents. The Crayola brand has set a challenge for the L.O.L. Surprise! team to conceive innovative toys that stimulate children's creativity and introduce a vibrant, new dimension to doll play."

In early 2024, MGA will introduce a captivating line of L.O.L. Surprise! Loves Crayola toys, merging fun, surprise, and creative expression with children's cherished dolls, all inspired by iconic Crayola color names. This collection will encompass nine distinct Crayola color-themed dolls within the L.O.L. Surprise! ball series and an additional capsule collection of eight unique Crayola color-themed dolls, complete with crayons for designing the dolls' fashionable ensembles.

Furthermore, MGA Entertainment and Crayola will extend their partnership to sub-license the designs of the Crayola-themed doll line, expanding into a comprehensive cross-category program. This program will encompass children's apparel, accessories, home goods, beauty products, and partyware, set to hit the market starting in the spring of 2024, and available across various retail channels.

Rich Wuerthele, President and CEO, Crayola said, “We are thrilled to partner with MGA on the L.O.L Surprise! Loves Crayola product assortment that colorfully encourages self-expression. The integration of iconic Crayola colors with L.O.L. Surprise dolls is sure to inspire creativity and spark imagination at playtime.”