L.O.L. Surprise! 2017’s Must Have Toy

It’s the Christmas craze that has been topping wish lists all over the world. L.O.L. Surprise! has quickly become one of the best selling toys of 2017 since we launched it back in February at Westfield London, on a Tuesday morning in half term with YouTuber Toys AndMe. The seven layered surprise toy has gone on to expand during 2017 to a range of Lil Sisters, play accessories and a giant version L.O.L. Surprise! Big Surprise.

L.O.L. Surprise! is unique, part of the fun is actually opening it. Kids can become their own mini unboxers by opening seven layers to reveal the final L.O.L. doll. Unboxing has been a large focus of our comms in 2017, from the get go we launched the product with an influential unboxer noticing the popular social trend. We then went on the hunt for the next unboxer launching a dedicated L.O.L. Surprise! UK YouTube channel and asking children to share their own L.O.L. Surprise! unboxing videos which were hosted on the site. We are inundated with children wanting to share their own unboxing videos and we received hundreds of amazing entries.

L.O.L. Surprise! went on to win a coveted Dream Toy award in 2017 just 9 months after it’s launch and was the most pocket friendly at just £9.99. The brand has had over 30 national hits in the past month in print, online and national broadcast having recently featured on This Morning.

We have big plans for L.O.L. Surprise! in 2018 and we can’t wait to see the continued success of the brand.