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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.”

By Eli Tan
AccessTimeIconDec 14, 2021 at 3:00 p.m. UTC
Updated May 11, 2023 at 5:47 p.m. UTC
L.O.L Surprise! dolls on display at a 'Dream Toys' event to unveil the top twelve toys this Christmas on November 14, 2018 in London, England. The Toy Retailers Association today announced that Hasbros Monopoly: Fortnite Edition is top of their 'DreamToys' list for Christmas 2018. (Photo by Jack Taylor/Getty Images)

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

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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.”

Read more: Billion-Dollar Toy Brand L.O.L Surprise! to Build Its Own NFT Marketplace

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Eli Tan
Eli Tan

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

Follow @elitanjourno on Twitter

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