First products from the deal are available now.

License Global

February 13, 2024

1 Min Read
Color Me Studio toys.
Color Me Studio toys. MGA Entertainment

Late last year, MGA Entertainment (MGA) and Crayola announced a multiyear licensing agreement for MGA to produce and distribute Crayola-inspired dolls and licensed merchandise globally under its L.O.L. Surprise! Loves brand.  

The new L.O.L. Surprise! Loves Crayola Tots line introduces nine characters, each revealing seven surprises upon unboxing. Each tot’s ball and style match a Crayola color. The Color Me Studio features eight giant crayon capsules with an entire art studio inside, and comes with four Crayola crayons, surprises, accessories and 20 paper fashions to design and make original looks.  

“We are thrilled to see this partnership come to fruition with the first collection of L.O.L. Surprise! Loves Crayola tots and Color Me Studio,” says Isaac Larian, founder, chief executive officer, MGA. “Fans love L.O.L. Surprise! largely because of the brand’s commitment to creativity and expression. For the same reasons, Crayola is a family household name. We eagerly anticipate the boundless creativity that this collaboration will inspire." 

As the partnership blossoms, MGA and Crayola have plans to sublicense the Crayola-themed doll line designs into a cross-category program. This program will encompass children’s apparel, accessories, home décor, beauty products and party supplies set to hit retail channels this spring. 

Related:10 Minutes With … MGA Entertainment on the Rise of LOL Surprise! in Toy Licensing

“This exciting collaboration with L.O.L. Surprise! will delight children and engage their imaginations while expanding our portfolio of lifestyle products that will inspire creativity, celebrate individuality and promote self-expression in all ages,” says Rich Wuerthele, president, chief executive officer, Crayola. 

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License Global

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