Gaming Licensing News

MGA Entertainment Partners With Gamefam and WildBrain Spark for Landmark L.O.L. Surprise! Roblox Integration

MGA Roblox LOLSurprise Twilight Daycare

MGA Entertainment, in collaboration with leading professional Roblox developer, Gamefam, and award-winning digital media company, WildBrain Spark, launched phase two of its six week campaign in the popular “Twilight Daycare” game in Roblox with a L.O.L. Surprise! crossover. The campaign first kicked off in March and garnered over 85 million global engagements in the first 10 days. Fans were tasked with completing interactive challenges presented by the newest L.O.L. Surprise! dolls that hit shelves this month.


The L.O.L. Surprise! MGA collaboration with Gamefam marks the start of a cutting-edge and mutually beneficial partnership in which the players of Gamefam’s Roblox “Twilight Daycare” and passionate fans of L.O.L. Surprise! collide. The integration offers players a new and immersive gaming experience, featuring all-new L.O.L. Surprise! characters that are distinguished by their fierce fashion and bold style. The collaboration is the latest example of top kids entertainment IP breaking into the digital space through strategic and imaginative placements across leading digital platforms. The L.O.L. Surprise! integration in “Twilight Daycare” has proven wildly popular since its debut and has exceeded all engagement forecasts. Now, players can experience a second round of gameplay with even more surprises within “Twilight Daycare” until April 15.


Twilight Daycare is developed by Gamefam within the Roblox universe that allows users to play as babies, toddlers, or caretakers as they participate in activities like feeding, diaper changing, playing with toys, and more. The trailblazing partnership allows for fans of both the game and brand to socialize with L.O.L. Surprise! OMG Queens and twelve L.O.L. Surprise! dolls, win costumes worn by the characters, enter an L.O.L. Surprise! Diner, and a customized L.O.L. Surprise! House. Both the costumes and house will stay with the players after the activation is complete, encouraging continued play. The integration also includes in-game L.O.L. Surprise billboards for players to check out as players whip through the streets of Twilight Daycare City.


“We are thrilled to partner with one of the best developers of Roblox games, Gamefam, on this innovative partnership. With the addition of WildBrain Spark, we have been able to bring L.O.L. Surprise! to the virtual world in a groundbreaking and engaging way,” said Isaac Larian, CEO and Founder of MGA Entertainment.


Joe Ferencz, CEO of Gamefam, echoed these sentiments, stating, “Gamefam provides not just Roblox’s biggest ad network, but the only one owned and operated by creators and for creators, allowing for the most scaled and authentic brand campaigns in the metaverse. L.O.L. Surprise! is a strong, organic fit with our Twilight Daycare franchise and offers players incredible value – deep interactions with a brand they know and love in a delightful setting. We’re thrilled with how players have engaged with L.O.L. Surprise! in Twilight Daycare and are excited to see phase two roll out.”