LOL Surprise is an incredibly popular line of children’s toys for girls that have been produced by American company MGA Entertainment since 2016. Toys of this brand have become popular due to extensive advertising on such online platforms as YouTube and TikTok.
The company that makes LOL Surprise Toys is MGA Entertainment, which was founded in 1979 and originally focused on electronics. After it gained the rights to sell Nintendo toys in the United States in the late 1980s, the company evolved into Micro Games of America, one of the largest toy manufacturers in the global market. It runs, in addition to L.O.L Surprise, such brands as Little Tikes, Lalaloopsy, Project Mc2, Bratz, Num Noms, and Zapf Creation. However, LOL Surprise is by far the company’s most popular brand. Originally, the dolls were called “Lil Outrageous Littles,” which was later shortened to the familiar designation “L.O.L.”.
Large plastic balls in bright packaging hide a miniature princess doll in fashionable colorful outfits. Until the last moment, the child does not know which princess is waiting for him inside. LOL Surprise is a surprise toy with a multi-part composition. Receiving one gift, a child is dealing with at least seven different types of presentations. It is also partly a constructor, as the doll needs to be dressed and accessorized.
LOL Surprise dolls are divided into series, for example, there are musical, neon, sports, or those dedicated to holidays.
This is not all the features of toys – the game will start with the unpacking. The child will find layer after layer of bags of surprises: accessories, clothes, notes, stickers, and collector’s liners.
One toy and mystery surprises are the idea that brought the success of L.O.L. Surprise.
What is LOL Surprise?
LOL Surprise is a brand of children’s toys from MGA Entertainment. The toy plays with the element of a surprise gift. A child buys a balloon, but until the last moment, he does not know who is waiting inside. The surprise effect is enhanced by the whole seven shells that must be removed in search of the main character.
In terms of visual identity, L.O.L. Surprise is super bright and cool, with its pink, white, and black logo making up the main part of any packaging of the brand. The logo was only slightly refined a couple of months after the launch of the line, and since then has never been changed.
The original LOL Surprise logo, introduced in 2016, featured a bold handwritten “L.O.L.” Lettering in white with a black polka-dot pattern and black outline, set diagonally against a pink background and underlined by the white “Lil Outrageous Littles” tagline on a rounded Sans-serif typeface. The version with the initial name of the brand was only used for the first batch of dolls, released to the market.
A few months later the toys were very renamed LOL Surprise, and the logo was refined accordingly. All colors of the composition were brightened up, with the muted pink of the letters replaced by white, hence the polka-dot pattern became brighter due to the contrast. The tagline was also rewritten and now says “Surprise!”, set in the uppercase of a modern rounded Sans-serif typeface with full-sized characters set at a significant distance from each other. All the different dots of the LOL Surprise logo make it look playful and very cool.
The bold “L.O.L.” Lettering from the primary logo of the LOL Surprise brand is set in a designer handwritten typeface; hence has no commercial typeface analog. Although, the “Surprise” tagline uses a more traditional font, which is pretty close to such types as Central Bold, or Aqum Two Small Caps, with some minor modifications.
As for the color palette of the LOL Surprise visual identity, it is based on a combination of black, white, and fuchsia-pink, a very girly, yet at the same time sassy and intense scheme, which attracts attention and prepares you for what you can get inside the plastic ball.