MGA Entertainment, a US-based privately-owned toy company, has launched the L.O.L Surprise!™ dolls collaboration with confectionary partners like Hershey’s Kisses, MIKE AND IKE, PEZ, and more. The L.O.L. Surprise! Loves Mini Sweets™ reimagines the L.O.L Surprise dolls in new candy and chocolate-themed outfits, evoking a sense of nostalgia in the kidult category.
At launch, consumers can begin collecting all the dolls to complete the lineup. The dolls are organized in three different series, including the Surprise-O-Matic™ capsule with vending machine reveal; a Deluxe Multi-Pack in two styles and three dolls; and the ‘The Classic L.O.L. Surprise!’ which comes with a compostable paper ball.
"With L.O.L. Surprise! Loves Mini Sweets, we set out to create something truly one-of-a-kind that would spark a touch of nostalgia for parents, collectors, and 'kidults,' what we call adults who are still kids at heart," said Isaac Larian, Founder and CEO at MGA Entertainment.
Candy-Themed Toy Dolls
MGA Entertainment Announces a Super-Sweet 'L.O.L. Surprise!™' Collaboration
Trend Themes
1. Candy-themed Toy Dolls - The trend of creating candy-themed toy dolls will continue to grow as companies and brands aim to tap into the kidult category market.
2. Confectionary Collaborations with Toy Companies - Collaborating with toy companies to create confectionary-themed and candy-inspired toys and dolls will be a disruptive innovation opportunity for confectionary companies.
3. Eco-friendly Packaging for Toys - Eco-friendly packaging options, such as compostable paper balls, will be a growing trend in the toy industry as companies aim to be more sustainable and eco-conscious.
Industry Implications
1. Toy Industry - The toy industry can create more nostalgic and playful toys, such as candy-themed dolls, to appeal to kidults and collectors.
2. Confectionary Industry - The confectionary industry can create partnerships with toy companies to develop candy-themed toys and dolls to expand their target market.
3. Packaging Industry - The packaging industry can focus on developing eco-friendly options for the toy industry, such as compostable paper balls, to reduce waste and promote sustainability.