DFD incorporates L.O.L. Surprise! into its toy portfolio

Duty Free Dynamics has expanded its Master Franchisor’s toys category – which already includes LEGO — with the addition of the L.O.L Surprise! brand from MGA Entertainment, Inc. (MGAE).  DFD will distribute the brand throughout the Americas Travel Retail Channel.

Launched in 2017, L.O.L Surprise! has become a worldwide phenomenon, cashing in on the Youtube craze for unboxing. L.O.L Surprise’s flagship product is a sphere that contains a three-inch tall figurine. To get the doll, the child has to unpack different levels of layers that contain stickers, secret messages or mix and match accessories.

In 3 years, more than 300 million balls have been sold all over the world and L.O.L. Suprise!’s global Youtube channel has more than 1.3 million subscribers and over 11 billion views. Last fall, the company released the L.O.L. Surprise Winter Disco movie, which debuted in the U.S. on Amazon Prime.

MGA Entertainment, Inc. (MGAE), is one of the world’s leading privately held toy companies. Last month L.O.L. Surprise! won the heralded Toy of the Year award during the Annual Toy Industry Awards. This was the third consecutive year that L.O.L. Surprise! received the highest accolade of the night. For more information contact Tatiana Pinto, Business Developer – Brand Manager, for the toys category: Tatiana.pinto@dutyfreedynamics.com

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