MGA Entertainment and Crayola Sign Multi-Year Licensing Agreement

MGA Entertainment (MGA) and Crayola have announced a multi-year agreement for MGA Entertainment to produce and distribute Crayola-inspired dolls and licensed merchandise globally under its L.O.L. Surprise! Loves brand. Terms of the deal are not disclosed.

“We are excited to bring two iconic brands together that kids and parents love,” said Isaac Larian, Founder and CEO, MGA Entertainment. “The Crayola brand challenged the L.O.L. Surprise! team to design new toys that would engage kids’ creativity and provide a new colorful way to play with the dolls.”

Beginning early 2024, MGA will create a line of L.O.L Surprise!™ Loves Crayola™ toys that will combine outrageous fun, surprise, and creative expression with kids’ favorite dolls themed around iconic Crayola color names. The L.O.L. Surprise! ball collection will feature nine unique Crayola color-themed dolls, and the capsule collection will feature eight unique Crayola color-themed dolls including crayons to design the dolls’ fashionable looks.
MGA Entertainment and Crayola also will be sub-licensing the designs of the Crayola-themed doll line into a full cross-category program including children’s apparel, accessories, home, beauty, and party available beginning Spring 2024 across retail channels.


“We are thrilled to partner with MGA on the L.O.L Surprise! Loves Crayola product assortment that colorfully encourages self-expression,” said Rich Wuerthele, Crayola President & CEO. “The integration of iconic Crayola colors with L.O.L. Surprise dolls is sure to inspire creativity and spark imagination at playtime.”

With this new Crayola partnership, MGA Entertainment is proud to bring L.O.L. Surprise! Loves Crayola to kids and collectors with one of the most creative brands in the world. In its first seven years, the L.O.L. Surprise! Loves brand has embodied hundreds of unique characters that express different trends, styles, and personalities in genuine, cute, and surprising ways. The brand combines all of this with globally recognized and loved brands to create a whole new way to collect and play. This new line of toys with Crayola continues the expansion of the L.O.L. Surprise! Loves brand in a new and colorful way.

This article is also featured in Edition 46 of The Bugg Report Magazine