Following the “L.O.L. Surprise! Winter Fashion Show” movie on Netflix in 2022, MGA Entertainment set sights on bringing the L.O.L. Surprise! O.M.G. fashion dolls into the world of gaming and to further build the brand through multi-channel digital distribution.

Azerion has announced the release of a mobile game for the doll brand. The new game is set to widen and create new experiences for users of the fashion doll collection.

“The success of the partnership between Azerion and MGA underscores the advantage of our franchising approach,” says Erol Ertuk, senior vice president, Azerion. “As a media-entertainment company, Azerion has built an outsized presence in digital games, metaverse, and as an advertising platform. Our partnership with MGA showcases the many possibilities for brands to engage with consumers in an organic way. This partnership also demonstrates the opportunities of in-game advertising and branding, capturing the attention of millions of actively engaged audiences and coupling it with a successful TV show to increase cross-marketing strategies.” 

“From its start just about seven years ago, the L.O.L. Surprise! brand has been a global sensation. Continuing to extend the brand experience for fans remains important for its continued growth,” said Mindy Puente-Escalera, senior vice president, global licensing, MGA Entertainment. “Our partnership with Azerion will help us engage with consumers in the mobile gaming space and bring L.O.L. Surprise! O.M.G. to new and existing consumers where they are.” 

In the game, available for Android and iOS, players — along with L.O.L. Surprise O.M.G. characters Neonlicious, Lady Diva, Swag, Royal Bee, and the other L.O.L. Surprise! O.M.G. girls from the movie and YouTube series — decorate the Fashion House, complete challenges to level up their avatars and collect fashion dolls. 

Later this year, Azerion will bring L.O.L. Surprise! O.M.G. fan favorites into the metaverse by releasing core-branded items in one of Azerion’s virtual worlds in “Woozworld.” Players in this fashion-centric game can collect and dress up in the character-inspired outfits and hairstyles.