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This morning, MGA Entertainment (MGAE) announced that they’re launching the world’s first-ever unboxing video booth as they celebrate the official release of L.O.L. Surprise! Big Surprise on September 29 in Hollywood, CA. They’ve also announced that on the same date they will launch “Unboxed,” which they tout as “a new digital content series that gives fans a behind the scenes look at its most popular brands.” Coincidentally, UNBOXED is also the name of a digital content series here on THE ROCK FATHER™ Magazine, one that’s been running since 2015 (see 55 episodes of UNBOXED on YouTube), featuring toys from a variety of makers, including MGA Entertainment. 

L.O.L. Surprise! tapped into the internet phenomenon of toy unboxing, with user videos racking up more than 200 million views across digital platforms. Now with its new video booths, MGAE will give fans the opportunity to create their very own custom videos in Toronto, Ontario; London, England; and cities across the U.S.

From the Official Announcement: The L.O.L. Surprise! fun doesn’t stop there; MGAE will take unboxing to new heights with the official release of the highly anticipated L.O.L. Surprise! Big Surprise. L.O.L. Surprise! Big Surprise offers the ultimate unboxing experience with 50 surprises inside a super-size sparkly package (Age: 6+, MSRP: $69.99). L.O.L. Surprise! Big Surprise was selected as one of the top toys of the holiday season and featured on the Toys”R”Us 2017 Holiday Hot Toy list and Target’s 2017 Top Toys list.

Sponsor Message:

“We are excited that L.O.L. Surprise! has maintained its reign as the #1 collectible doll in the country and is a hit in international markets,” said Isaac Larian, CEO of MGA Entertainment. “Our goal is to continue to innovate, surprising fans with new features and L.O.L. Surprise! experiences.”

The L.O.L. Surprise! unboxing video booth allows fans to create a unique video up to five minutes long. To start the awesomeness, fans purchase an L.O.L. Surprise! Series 2 doll through a claw-enabled vending machine, and then step inside the booth to make their video. Once complete, fans can share the video with the world and possibly become the next viral sensation.

Each vending machine will also include one L.O.L. Surprise! Glitter Series ball (Age: 6+, MSRP: $9.99) which includes a Series 1 doll encrusted in glitter from head to toe! The new L.O.L. Surprise! Glitter Series includes Queen Bee and other fan favorites in all-new outfits. The L.O.L. Surprise! Glitter Series will be available at major retailers starting October 1.

Special L.O.L. Surprise! events will be held in Los Angeles, Calif.; New York, NY; Toronto, Ontario; and London, England. The complete list of unboxing video booth locations includes:

  • Ann Arbor, MI
  • Bloomington, MN
  • Boston, MA
  • Chandler, AZ
  • Charlotte, NC
  • Dallas, TX
  • King of Prussia, PA
  • London, England
  • Los Angeles, CA
  • Miami, FL
  • New York, NY
  • San Francisco, CA
  • Schaumburg, IL
  • Seattle, WA
  • Toronto, Ontario

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