MGA and Ioconic, a business bringing brands into the NFT space, will be working together to build a digital platform for L.O.L. Surprise! underpinned by blockchain technology and full tokenization with an integrated marketplace for digital asset trade.   

This platform will also offer fans an online gaming hub for the L.O.L. Surprise! Trading card game to make the top-selling toy brand of 2020 the first global consumer brand to establish a fully tokenized NFT and gaming platform.  

“We’re hugely excited to be working with MGA Entertainment,” says Jamie Lewis, chief executive officer, Ioconic. “The project is a brilliant showcase of the long-term potential for brands to engage fans with new and unique experiences that seamlessly blend physical and digital products. We can’t wait for L.O.L Surprise! fans to see what we’ve been working on. Given L.O.L Surprise’s global retail presence and our QR codes being implemented across MGA’s physical products globally, this will serve as one of the most widely marketed digital asset platforms ever. The platform will be the largest scale deployment of blockchain technology for a consumer brand that has no requirement for the end-users to have blockchain or crypto experience.’’   

“Ioconic’s partnership with MGA heralds a new age of mainstream blockchain e-commerce and is the first and largest consumer brand in the world to launch an NFT and digital asset platform,” says Jehan Chu, co-founder, Ioconic.  

“We are very excited to be working with a company who, like MGA, creates unique ways to experience the world of fandom,” says Isaac Larian, chief executive officer, founder, MGA Entertainment. “Combining technology with toys is a smart and innovative way to engage with fans and we are looking forward to a successful partnership with Ioconic.”   

More than $2.5 billion was spent on NFTs during the first quarter of 2021, a significant increase on the $13.7 million spent in the first half of 2020.  

The platform launches at www.playlolsurprise.com in October. iOS and Android functionality is coming in December.