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Toy Brand L.O.L Surprise! Launches In-Store NFT Collection

The billion-dollar toy brand is calling the collection “the largest retail NFT launch in history.”

Updated May 11, 2023, 5:47 p.m. Published Dec 14, 2021, 3:00 p.m.

L.O.L Surprise! dolls (Jack Taylor/Getty Images)

MGA Entertainment is launching a non-fungible token (NFT) collection that accompanies in-store purchases of its L.O.L. Surprise! brand trading cards, the company announced Tuesday.

The release is in partnership with Ioconic, an NFT company that the toy brand inked a deal with in October.
The company is releasing 10 million packs of cards in 20,000 retail outlets worldwide, including Walmart, Target and Walgreens in the U.S., according to a press release.
Each pack of cards has its own QR code that comes with “digital trading cards, tokens, NFTs or a digital version of their physical collectible” that can be instantly redeemed.
L.O.L. Surprise! has done over $25 billion in retail sales for privately held MGA, according to a press release.
MGA is tapping Polygon’s layer 2 blockchain to host the NFT collection.
“Polygon is delighted to be supporting the fastest-growing global toy doll brand, L.O.L. Surprise!, as they move these beloved toys on-chain with the help of Ioconic,” Polygon said in a press release. “L.O.L. Surprise! NFTs will provide an innovative way to increase fan engagement and open up exciting new opportunities for the L.O.L. Surprise! dolls phenomenon to tap into a new digital domain.”

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Eli Tan

Eli was a news reporter for CoinDesk who covered NFTs, gaming and the metaverse. He graduated from St. Olaf College with a degree in English. He holds ETH, SOL, AVAX and a few NFTs above CoinDesk's disclosure threshold of $1000.