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.