License Global is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

L.O.L. Surprise! Reveals iQiyi as China-Based Master Licensee, Distributor

L.O.L. Surprise! Reveals iQiyi as China-Based Master Licensee, Distributor

MGA Entertainment expands its collectibles brand into China with new partner.

MGA Entertainment has inked a new licensing partnership iQiyi to bring the L.O.L. Surprise! collectibles brand to China.

iQiyi will identify and manage third-party licensing activities for the brand. The agency will also leverage its expertise in the online content space to secure new distribution touchpoints for the brand. This new partnership represents the first endeavor in China for the L.O.L. Surprise! portfolio beyond current product distribution channels.

“The deep knowledge and understanding that the iQIYI team possesses regarding the Chinese market is invaluable to further expanding L.O.L. Surprise!” says Isaac Larian, chief executive officer and founder, MGA Entertainment. “With agents on the ground in China, who live and breathe the Chinese culture, we are confident that they will make incredible strides to strengthening the L.O.L. Surprise! brand.”

Since debuting in 2016, the L.O.L. Surprise! brand has been leveraged for a variety of consumer products. MGA Entertainment most recently partnered with CultureFly to debut a subscription box based on the collectibles.

Hide comments

Comments

  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.
Publish