'L.O.L. Surprise' Collectibles Play Off of the Unboxing Phenomenon
Laura McQuarrie — February 17, 2017 — Life-Stages
References: lolsurprise.mgae & toyworldmag
L.O.L. Surprise, or "Lil Outrageous Littles," are collectible dolls that have been specifically designed for the "YouTube generation." Isaac Larian, founder of MGA Entertainment, was struck with inspiration after watching an unboxing video late one night and decided to create a toy that plays off of the interest that people have in this unpackaging phenomenon.
Chubby, baby-like dolls like Crystal Queen, Hoops MVP and Royal High-Ney are packaged in spherical containers that contain "layers of surprises inside." Along with a doll itself, this includes a secret message to be decoded, stickers and various accessories for the dolls that can be mixed and matched.
On the toy website, there is a dedicated unboxing video for each doll that shows the exact contents of each product. For the launch of the dolls, the company partnered with Tiana of Toys And Me, a YouTube influencer.
Chubby, baby-like dolls like Crystal Queen, Hoops MVP and Royal High-Ney are packaged in spherical containers that contain "layers of surprises inside." Along with a doll itself, this includes a secret message to be decoded, stickers and various accessories for the dolls that can be mixed and matched.
On the toy website, there is a dedicated unboxing video for each doll that shows the exact contents of each product. For the launch of the dolls, the company partnered with Tiana of Toys And Me, a YouTube influencer.
Trend Themes
1. Unboxing Phenomenon - Disruptive innovation opportunity: Develop new packaging designs that enhance the unboxing experience and create excitement for consumers.
2. Collectible Dolls - Disruptive innovation opportunity: Introduce new collectible dolls with unique themes and features to capture the interest of collectors and enthusiasts.
3. Youtube Generation - Disruptive innovation opportunity: Create educational or entertaining content specifically designed for the YouTube platform to engage with the target audience.
Industry Implications
1. Toy Manufacturing - Disruptive innovation opportunity: Incorporate technology, such as interactive features, augmented reality, or voice recognition, into traditional toy manufacturing for an enhanced play experience.
2. Packaging Design - Disruptive innovation opportunity: Develop innovative and eco-friendly packaging solutions that not only protect the product but also provide an engaging and memorable unboxing experience.
3. Influencer Marketing - Disruptive innovation opportunity: Create effective influencer marketing campaigns by partnering with popular YouTubers and social media influencers to reach and engage target audiences.
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