Range features a 10-piece, limited set of backpacks and lunch bags.

License Global

August 4, 2023

2 Min Read
Hype, LOL Surprise logos
Hype, LOL Surprise logosHype, LOL Surprise

Apparel and accessories brand, Hype, and LOL Surprise!, the collectible doll brand from MGA Entertainment, are teaming up for a second capsule collection. The range, inspired by the world of LOL Surprise!, features a 10-piece, limited set of backpacks and lunch bags. The collection celebrates going to school and the idea of showing off one’s individuality.

The backpacks are designed in Hype’s backpack shape, highlighting their extra-durable padded straps, grab handle, front pocket and branded inside lining. Encompassing seven designs in traditional allover prints entwined with the inspiration of LOL Surprise!, the backpacks feature the introduction of glitter and PU raised fabrics. Each backpack also comes with a detachable branded rubberized keychain.

The three-piece, limited-edition lunch bag range features an insulated lining, a side water bottle holder, a mini front pocket and a grab handle.

“We are thrilled to have the opportunity of designing and developing a second collection with LOL Surprise! on the back of a highly successful and much sought-after first capsule,” says Mike Thompson, chief operating officer, Hype. “Our latest offering encompasses a curated back-to-school edition focusing on iconic allover prints and fabrics.”

“MGA Entertainment is proud to continue our partnership with Hype after the success of our first collaboration with LOL Surprise! apparel, backpacks and more in July 2021,” says Mindy Puente-Escalera, senior vice president, global licensing, MGA Entertainment. “Partnering with global brands such as Hype allows us to continue to provide more touchpoints for the brand for our fans, and we believe kids will love this second collection to bring to school.”

Earlier this year, Mindy Puente-Escalera spoke with License Global about the rise of LOL Surprise! in toy licensing and how IPs must develop to keep up with consumer trends.

The HYPE. x LOL Surprise! backpack and lunch bag collection launched exclusively online via Justhype.com and selected retailers on Aug. 3.

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

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