Partyware supplier Unique Party has added popular children’s toy brand L.O.L Surprise to its licensed portfolio.
The new range is the latest addition to Unique Party’s offering, which already includes best-selling lines such as emoji, Harry Potter and Shopkins.
The L.O.L Surprise range will be aimed primarily at girls aged between five and nine years old, the same age bracket as the collectible toy itself and a popular ‘sweet spot’ for girls’ parties.
The L.O.L Surprise doll plays on the popular YouTube phenomenon of unboxing and comes with ‘layers of surprises’, allowing children to enjoy peeling back seven different layers of surprises. The toy has been a huge success across both the UK and the US and was named 2017’s best-selling toy across both markets.
“L.O.L Surprise was the best-selling girls toy during Christmas 2017, so we know that this brand is going to translate well to party and will be a huge hit,” said Jim Cairns, Unique Party’s vice president, “especially given the pedigree of its origins.”
Licensor MGA Entertainment (which also created toy brands such as Bratz) has long-term plans to continue building the L.O.L Surprise brand, with bi-monthly product launches and extensive media campaigns covering both television and digital channels.
“The unique unwrapping and surprise discovery process really generates excitement,” continued Jim. “This – coupled with the collectability of the merchandise – is the perfect combination.”
The brand itself is already doing well across a number of other categories and has been received well by all major retailers.
The range was previewed at Spring Fair, where retailer feedback was brief and to-the-point.
“To be honest, retailers were just asking when they could have it,” said Jim. “So we’re aware that this brand is going to be a little bit special in our category!”
The range from Unique Party will include partyware, party favours, decor and balloons as well as a pinata.