Trbusiness. The travel retail Trbusiness. The magazine for global retail and duty free professionals.Duty Free Dynamics to distribute L.O.L Surprise in Americas travel retail
By Andrew Pentol |
The flagship L.O.L Surprise product is a sphere containing a three-inch tall figurine.
Duty Free Dynamics (DFD) has added toy brand L.O.L Surprise to its portfolio.
The addition of the MGA Entertainment Inc-label complements DFD’s toy portfolio, which already comprises Lego. The brand will be distributed throughout Americas travel retail.
Launched in 2017, the success of L.O.L Surprise comes from the YouTube craze for unboxing. Its flagship product is a sphere containing a three-inch tall figurine.
To obtain the doll, children must unpack different levels of layers containing stickers, secret messages or mix and match accessories.
More than 300 million balls have been sold worldwide in three years. The brand’s YouTube channel has more than 1.3 million subscribers and 11 billion views. Last autumn, the company released the L.O.L Surprise Winter Disco movie, which debuted in the US on Amazon Prime.
Other portfolio additions in 2019 include Frederique Constant, and Teva to its watches and footwear assortments respectively.
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