MGA Entertainment - Future Of Collectable Toys

This week we arranged for MGA Entertainment’s Andrew Laughton to speak with Toy News and discuss the success of hit collectibles L.O.L Surprise! Dolls and Num Noms.

“L.O.L Surprise is more than a toy, it is engaging with fans beyond purchase.” Andrew Laughton, SVP of EMEA.

A main topic of conversation was L.O.L Surprise! Dolls, the sell-out collectable which stormed the UK following an influencer and UK event launch. We launched the product with a stunt reveal in Westfield’s White City store with YouTube star Toys AndMe, you can read about this here. Andrew talks about the marketing strategy behind the launch and how it needed to reflect the toy’s audience – the YouTube Generation.

Upon chatting about Num Noms Andrew he boasted of the wide product range and constant product development as well as a strong licensing presence within softlines, hardlines and publishing, alongside regular YouTube webisodes.

You can read the full article here.