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.”

AccessTimeIconDec 14, 2021 at 3:00 p.m. UTC
Updated Dec 14, 2021 at 4:04 p.m. UTC
Daniel Alegre
CEO
Yuga Labs
Hear from Yuga Labs new CEO in his first public appearance since assuming the position.
Daniel Alegre
CEO
Yuga Labs
Consensus 2023 Logo
Hear from Yuga Labs new CEO in his first public appearance since assuming the position.

Eli is a news reporter for CoinDesk. He holds ETH, SOL and AVAX.

Daniel Alegre
CEO
Yuga Labs
Hear from Yuga Labs new CEO in his first public appearance since assuming the position.
Daniel Alegre
CEO
Yuga Labs
Consensus 2023 Logo
Hear from Yuga Labs new CEO in his first public appearance since assuming the position.

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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