MGA Entertainment, Crayola Sign Multi-Year Licensing Agreement for L.O.L. Surprise!

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

“We are excited to bring two iconic brands together that kids and parents love,” says Isaac Larian, founder and chief executive officer, MGA Entertainment. “The Crayola brand challenged the L.O.L. Surprise! team to design new toys that would engage kids’ creativity and provide a new colorful way to play with the dolls.”

Beginning early 2024, MGA will create a line of L.O.L Surprise! Loves Crayola toys that will combine fun, surprise and creative expression with kids’ favorite dolls themed around iconic Crayola color names. The L.O.L. Surprise! ball collection will feature nine unique Crayola color-themed dolls, and the capsule collection will feature eight unique Crayola color-themed dolls including crayons to design the dolls’ fashionable looks.

MGA Entertainment and Crayola also will be sub-licensing the designs of the Crayola-themed doll line into a full cross-category program including children’s apparel, accessories, home, beauty and partyware available beginning spring 2024 across all retail channels.

“We are thrilled to partner with MGA on the L.O.L Surprise! Loves Crayola product assortment that colorfully encourages self-expression,” says Rich Wuerthele, president and chief executive officer, Crayola. “The integration of iconic Crayola colors with L.O.L. Surprise dolls is sure to inspire creativity and spark imagination at playtime.”

Related:Live at Licensing Expo: A Conversation with Crayola