Magic Star teams up with toy brand LOL Surprise

Magic Star and global toy company MGA Entertainment have announced a worldwide, exclusive music partnership deal that will support the global top toy brand LOL Surprise.

Magic Star will work with Sony Music Entertainment’s record labels in more than 40 markets around the world – including Columbia Records’ Jam Jr – to release new music from LOL Surprise, expanding the brand and enabling fans to engage in a new way.

Using their expertise to create and produce music, Magic Star will support LOL Surprise product lines and future marketing initiatives, bringing the characters to life and enhancing storytelling moments.

“Music plays such an important role in children’s lives from an early age,” said Will Speer, Head of Magic Star, Sony Music UK. “We are excited to bring this partnership and MGA Entertainment’s products to young global audiences.”

“Music transcends borders and allows our fans to engage with the brand in a new and exciting way,” said Sandrine de Raspide, General Manager International and Licensing at MGA Entertainment. “This new partnership with Magic Star, complemented by Sony Music’s deep marketing reach around the world and LOL Surprise fans, positions the brand for chart-topping success.”

Next month, LOL Surprise and Magic Star will support the debut of the next single ‘I’m a Queen’, accompanied by a music video featuring LOL Surprise animated characters and a lyric video.

Magic Star and MGA Entertainment kicked off the partnership in September 2020 by releasing the LOL Surprise REMIX album, featuring new and original tracks to support the brand’s REMIX toy line – the first series of LOL Surprise dolls that focused on music. The teams released exciting content for fans alongside the music launch, including lyric videos and animated music videos.

Listen to the album and watch the videos below.

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