Last weekend we were on site at the UK’s biggest family festival after securing an exciting partnership for the second year for the world’s no.1 toy brand L.O.L. Surprise!™. Bigger and better than 2018, the partnership featured the best of the collectible phenomenon within a dedicated area throughout three action packed days.


Families enjoyed an exclusive first look at the new ranges, including the new L.O.L. Surprise!™ O.M.G. Fashion Dolls, immersed themselves in the world of L.O.L. Surprise!™ dressing like their favourite characters and strutting their stuff on the catwalk and had the chance to win thousands of exciting L.O.L. Surprise! products through a ball pool challenge.


On Saturday 27 July, Carousel organised and managed a surprise dance takeover of the Big Top stage to 3,000 excited fans, showcasing the signature L.O.L. Surprise!™ dance moves as seen in the brand’s short film Calling All B.B.s. Thirty dancers dressed as L.O.L. Surprise!™ Boys and #Hairgoals characters each owned the stage and taught excited fans the iconic moves.


Celebrity fans of the brand, including pop group Four of Diamonds and BBC Radio 2 DJ Sara Cox, made V.I.P. appearances in the L.O.L. Surprise!™ tent to meet and greet eagerly awaiting fans. To add to the fun, Ruby Rube (2.9m YouTube followers) hosted an exclusive unboxing of the new L.O.L. Surprise!™ OMG Fashion dolls. Alongside Ruby were other popular influencers and bloggers who specifically visited the festival to get involved with the L.O.L. Surprise!™ brand experience.


The event has a huge success for the brand, reaching their target audience and spreading the L.O.L. Surprise! phenomenon far and wide. To date the campaign has received a reach of over 30million, with post-event coverage still to come…