L.O.L. Surprise!

L.O.L. Surprise!™ has been a must have toy for children throughout the UK since launching in December 2016, quickly becoming a global phenomenon as the world’s best-selling toy and driving the unstoppable craze for collectables.

2019 saw the brand has reach new heights with the launch of L.O.L. Surprise!™ O.M.G. Fashion dolls, the first ever Boys series, the sell-out Winter Disco theme, and the 2-in-1 Glamper which became the Christmas must-have toy. The brand achieved an enviable roster of industry awards, taking home a coveted Dream Toy and Toy of the Year for the third year running.

Each year, Carousel is challenged to break boundaries with the brand, creating campaigns and events that are bigger, better and continue to drive innovation within the toy industry.

The Brief

Maintain awareness of L.O.L. Surprise!™ as the coolest, most fashionable, must-have girl’s collectable. Drive engagement with the brand through ‘wow’ activity both on and offline, thereby continuing to drive the demand for L.O.L. Surprise!™ as the must-have sell out toy for Christmas.

Our Response

Throughout 2019 Carousel programmed a series of exciting events, product launches and celebrity partnerships that successfully continued to raise the profile of L.O.L. Surprise!™ as the world’s number one toy brand.

In total Carousel achieved over 20 product launches, negotiated four celebrity partnership campaigns, and delivered 10 outstanding major events throughout the UK resulting in 1,223 pieces of coverage and total reach of over 5billion.

Highlight activations included Camp Bestival, where we hosted a 20x20m tent with activity throughout the festival, including a giant ball pool, a PopJam station, a L.O.L. glitter station, the L.O.L. photobooth catwalk, meet and greets with girl band Four of Diamonds, and a live unboxing from popular YouTuber Ruby Rube. The weekend also saw a take-over of the Big Top stage for a surprise dance performance dressed as L.O.L. characters! Carousel achieved a total PR reach of over 35million.

Throughout the year we created innovative launch moments for new product ranges, driving awareness and excitement ahead of them going into store. This included wrapping a VW campervan to look like the 2-in-1 Glamper and visiting 8 Smyths Toys stores throughout the UK across 2 weeks; and taking over the Natural History Museum’s Ice Rink for a VIP launch event in aid of the new Winter Disco toy range with music from Radio 2 DJ Jo Whiley, a giant ball pit, doughnut decorating, and of course ice skating, achieving a resultant PR reach of over 122million.

To celebrate launching the brand’s first full-size fashion dolls, we built a giant version of the O.M.G. Fashion Dolls’ wardrobe packaging to send to influencer Lou Teasdale. Lou shared content across her Instagram channel to her 3.3million followers of daughter Lux dressed up as an O.M.G. Fashion doll with the fabulous wardrobe!

Total PR Reach
Total pieces of coverage
Total pieces of national coverage

We ended the year on a high, building on our partnership with Four of Diamonds to host a surprise gig in the centre of London’s Covent Garden in November. Over 2,000 people watched them perform live on the L.O.L. stage! The performance was followed by a VIP afterparty where invited press and influencers had the chance to meet the band and offered free glitter makeovers for members of the public on stage.

We are now busy working on our plans to make 2020 even bigger. Watch this space…