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Magic Star and MGA Entertainment Collaborate On LOL Surprise Project

Magic Star, the entertainment label for Sony Music UK, has announced a partnership with global toy company MGA Entertainment on a worldwide, exclusive music partnership deal that will support the global top toy brand, LOL Surprise.

Under the agreement Magic Star will work with Sony Music Entertainment’s (SME) record labels in more than 40 markets around the world, including Columbia Records’ Jam Jr., to release new music from LOL Surprise. The goal of the collaboration is to expand the brand and enable fans to engage in a new way. Magic Star will use their expertise to create and produce music to support LOL Surprise product lines and future marketing initiatives, bringing the characters to life and to enhance storytelling moments through music. 

 Next month, LOL Surprise and Magic Star will support the debut of the next single “I’m a Queen,” which will be supported by a music video featuring LOL Surprise animated characters and a lyric video.   

“Music plays such an important role in children’s lives from an early age,” Will Speer, Head of Magic Star, Sony Music UK, said. “We are excited to bring this partnership and MGA Entertainment’s products to young global audiences.”

MGA says the toy company is looking forward to presenting its franchise through new channels and media. “Music transcends borders and allows our fans to engage with the brand in a new and exciting way,” said Sandrine de Raspide, General Manager International and Licensing at MGA Entertainment. “This new partnership with Magic Star, complemented by Sony Music’s deep marketing reach around the world and LOL Surprise fans, positions the brand for chart topping success.”

Magic Star and MGAE kicked off the partnership in September 2020 with the debut of the LOL Surprise REMIX album, featuring new and original tracks to support the brand’s REMIX toy line, a new series of LOL Surprise dolls that focus on music. The teams released new content for fans that supported the music launch, including multiple lyric videos and animated music videos. As of today, fans around the world have amassed more than 18M streams and 100M YouTube views of the album and music videos.

Magic Star has built up a roster of both established and development artists and brand partnerships since its launch in October 2019.

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