MGA Entertainment’s dolls & accessories brand for three-to-nine year olds, L.O.L. Surprise! has announced the launch of a shop-in-shop space at Hamleys in Regent Street.
The L.O.L. Surprise! space lights up the third floor of the Hamleys store and is sure to surprise and delight fans. Shoppers will have a chance to see the latest and greatest products up close and explore the wide portfolio of dolls and collectibles that champions the core messaging that’s central to the brand.
Products being showcased in the new space include the newly launched L.O.L. Surprise! hair beads dolls, tweens fashion dolls, Interactive Magic Flyers – plus the new O.M.G. fashion dolls. And, of course, the immersive unboxing playsets.
The new space will further captivate fans as they have the chance to snap the perfect photo sitting upon a giant throne fit for a prince or princess. This will ensure children have a unique and memorable experience during their visit. Creating the instore theatre experience allows it to maximise interest and highlight the value for both money and play.
From launch, L.O.L. Surprise has been at the forefront of the unboxing trend and eight years on, it is still offering new and exciting ways to unbox and play.
The brand offers accessible price points in all upcoming launches this AW season.
