Licensing News

The Highly Anticipated L.O.L. Surprise! Loves Crayola Collaboration Hits Retailers Worldwide

crayola lol surprise

Late in 2023, MGA Entertainment (MGA) and Crayola proudly announced a multi-year licensing agreement for MGA Entertainment to produce and distribute Crayola-inspired dolls and licensed merchandise globally under its L.O.L. Surprise! Loves brand. The all-new L.O.L. Surprise! Loves Crayola line-up popped up in toy aisles this month with the cutest, color-filled, limited-edition tots and a giant crayon-shaped L.O.L. Surprise! Loves Crayola Color Me Studio, poised to become the season’s must-have collection.


Tailored for Spring baskets and year-round joy, the new L.O.L. Surprise! Loves Crayola Tots line introduces nine captivating characters, each revealing seven surprises upon unboxing. Each tot’s ball and style match an iconic Crayola color, making every reveal an exciting experience. Elevating artistic expression to new heights, the L.O.L. Surprise! Loves Crayola Color Me Studio encourages kids and collectors alike to be their most creative selves. The Color Me Studio features eight giant crayon capsules with an entire art studio inside, perfect for designing fresh fashions for the tot dolls. Each of the capsules comes with four genuine Crayola crayons, an abundance of surprises, adorable accessories, and 20 paper fashions to design and make your own looks.


“We are thrilled to see this partnership come to fruition with the first collection of L.O.L. Surprise! Loves Crayola tots and Color Me Studio,” said Isaac Larian, Founder and CEO of MGA Entertainment. “Fans love L.O.L. Surprise! largely because of the brand’s commitment to creativity and expression. For the same reasons, Crayola is a family household name. We eagerly anticipate the boundless creativity that this collaboration will inspire.”


As the partnership blossoms, MGA Entertainment and Crayola have ambitious plans to sublicense the Crayola-themed doll line designs into a comprehensive cross-category program. This program will encompass children’s apparel, accessories, home decor, beauty products, and party supplies set to hit retail channels this spring.


“This exciting collaboration with L.O.L. Surprise! will delight children and engage their imaginations while expanding our portfolio of lifestyle products that will inspire creativity, celebrate individuality, and promote self-expression in all ages,” said Rich Wuerthele, Crayola President & CEO.


This new collection, a fusion of two creative powerhouses, marks another milestone in the expansion of the L.O.L. Surprise! Loves brand portfolio, allowing L.O.L. Surprise! to grow through high-level partnerships with global, best-in-class partnerships. The L.O.L. Surprise! Loves Crayola collection joins the growing portfolio of new releases from L.O.L. Surprise! that are aimed at engaging both kids and kidults.