MGA ENTERTAINMENT PARTNERS WITH GENERAL MILLS FOR L.O.L. SURPRISE! MINI BITES

MGA Entertainment, makers of popular L.O.L. Surprise! capsules, have entered into a licensing deal with the food company General Mills to produce a number of L.O.L. Surprise dolls and accessories based upon well-known cereal brands.

The company is particularly targeting the ever-talked-about kidult market with this new series of dolls. Following a survey from MGA that stated over a fourth of Americans named toys or collectibles as a common gift for adults, the company hopes that the cereal-branded dolls and accessories can encourage nostalgic feelings in adult collectors. The overall survey talked about gift-giving trends and revealed that gifts are even more fun for 49% of people when it’s a surprise to both giver and recipient, a strong number for a company that offers surprise capsules. 

The company has other food-based series within its L.O.L. Surprise! mystery capsule lines as well, with the Mini Sweets doll line recently expanding to include Jelly Belly, Mentos, and other candy brands.

The new L.O.L. Surprise! Loves Mini Bites series of dolls and accessories are available now at a variety of retailers. The capsules are designed for ages 4 and up but are also targeting adult collectors in the toy industry’s continued bid to keep kidults interested and buying.

Source: The Toy Book