Entertainment News

L.O.L. Surprise! Partners with Magic Star Music Label

L.O.L. Surprise! logo MGA Licensing UK 2022

Magic Star, Sony Music UK’s children’s entertainment label, and top global toy company, MGA Entertainment, Inc. (MGAE) announced a worldwide, exclusive music partnership deal that will support the global top toy brand, L.O.L. Surprise!.

Magic Star will work with Sony Music Entertainment’s (SME) record labels in more than 40 markets around the world including Columbia Records’ Jam Jr to release new music from L.O.L. Surprise!, expanding the brand and enabling fans to engage in a new way. Magic Star will use their expertise to create and produce music to support L.O.L. Surprise! product lines and future marketing initiatives, bringing the characters to life and to enhance storytelling moments through the power of music.

Next month, L.O.L. Surprise! and Magic Star will support the debut of the next single “I’m a Queen.” Supported by a music video featuring L.O.L. Surprise! animated characters and a lyric video.

Will Speer, Head of Magic Star, Sony Music UK, said: “Music plays such an important role in children’s lives from an early age. We are excited to bring this partnership and MGA Entertainment’s products to young global audiences.

“Music transcends borders and allows our fans to engage with the brand in a new and exciting way,” said Sandrine de Raspide, General Manager International and Licensing at MGAE. “This new partnership with Magic Star, complemented by Sony Music’s deep marketing reach around the world and L.O.L. Surprise! fans, positions the brand for chart topping success.”

Magic Star and MGAE kicked off the partnership in September 2020 with the debut of the L.O.L. Surprise! REMIX album, featuring new and original tracks to support the brand’s REMIX toy line – the first series of L.O.L. Surprise! dolls that focused on music. The teams released exciting content for fans that supported the music launch, including multiple lyric videos and animated music videos. As of today, fans around the world have amassed more than 18M streams and 100M YouTube views of the album and music videos.

Magic Star has built up a roster of both established and development artists and brand partnerships since its launch in October 2019.