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MGA, Magic Star Sign Global Music Partnership for LOL Surprise

Sony Music's U.K. children entertainment label plans a worldwide, exclusive partnership for LOL Surprise.

Magic Star, Sony Music's U.K. children entertainment label and global toy company, MGA Entertainment have announced a worldwide, exclusive partnership for LOL Surprise.

"I'm a Queen" is the debut LOL Surprise single that will launch the Magic Star collaboration, with a new animated music video launching March 2021. With a global reach, Sony Music Entertainment will be bringing the launch to more than 40 markets and expanding the LOL Surprise brand even further.  

Magic Star will also be applying their expertise to create and produce music to support LOL Surprise product lines and marketing initiatives, bringing the characters to life and adding an entirely new edge to the brand's future.

"Music transcends borders and allows our fans to engage with the brand in a new and exciting way," says Sandrine de Raspide, general manager, international and licensing, MGA Entertainment. "This new partnership with Magic Star, complemented by Sony Music's deep marketing reach around the world and LOL Surprise fans, positions the brand for chart-topping success."   

"Music plays such an important role in children's lives from an early age," says Will Speer, head, Magic Star, Sony Music U.K. "We are excited to bring this partnership and MGA Entertainment's products to young global audiences."

The partnership emerged in Sept. 2020 with the LOL Surprise REMIX album to support MGA's first line of LOL Surprise dolls to focus on music.

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