Case Study : LOL Surprise (MGA)


To deliver a market leading licensed toy programme within the girls consumer products space for the number 1 licensed toy property on the planet.


The toy market is incredibly fast paced and competitive within a heavily saturated category. With brands coming and going very quickly, to work on a brand which has dominated all countries faster than any other toy brand and across all categories, meant retail demand was constantly at the highest level and therefore this meant supply had to be maintained.


Working within our retail first approach meant we spoke to buyers across all sectors in as many retailers as possible to activate a full product launch, seamlessly creating products to ensure each retailer had an offering for their consumers. We worked closely with the UK Marketing and Sales team across the brand and retailers to ensure a one message launch that was consistent and powerful. We held workshops for licensees so they could share best


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