L.O.L. Surprise! x Four of Diamonds

In December, the leading toy brand L.O.L. Surprise! partnered with Four of Diamonds and Smyths Toys to provide a money-can’t-buy experience for fans.

Thousands of excited Christmas shoppers were treated to a surprise gig from girl band Four of Diamonds in Covent Garden, followed by an afterparty for competition winners and VIPs to celebrate the launch of the Winter Disco toy range.

The 3-hour event, held in busy Covent Garden, saw celebrities and influencers attending with their families, including former TOWIE star Dan Osborne and influencers Coco Cousin-Brown, Fashion Laerta and San for Short.

LOL Surprise branded balloon at a party with sparkly bunting in the background
LOL Surprise Lils toys piled up in a pink bucket

As well as invited guests, thousands of Christmas shoppers had the opportunity to stop by and watch the performance from Four of Diamonds – the first girl band signed to Virgin EMI Records since the Spice Girls, with a fully branded L.O.L. Surprise! stage. Shoppers also enjoyed L.O.L. glitter makeovers and taking selfies with the giant O.M.G. Wardrobe for a chance to win an L.O.L. Surprise! Amazing Surprise.

The afterparty, held at Carousel Seven Dials, was attended by VIPS plus thirty lucky Smyths Toy Superstores competition winners. Exciting activity included meet and greets with Four of Diamonds, a live unboxing of the Amazing Surprise by influencer Coco Cousin-Brown, glitter makeovers, and an interactive photobooth.

With a reach of over 18 million and over 70 social posts, both events were a huge success, yet again proving why L.O.L. Surprise! are the leading toy brand.