MGA Entertainment is developing a live-action scripted series based on the L.O.L. Surprise! dolls featuring five aspiring performers [1].
The project signals a strategic expansion of the toy brand into long-form narrative entertainment. By leveraging a music-competition format, the company aims to transition its physical product success into a digital streaming ecosystem.
The series serves as a central component of a broader music-themed celebration marking the 10th anniversary of the L.O.L. Surprise! brand [1]. The plot will center on five performers [1] who compete in a music competition, blending the brand's aesthetic with a scripted drama.
"This is a huge moment for the L.O.L. Surprise! brand," Navarola said.
Isaac Navarola, CEO of MGA Entertainment, said the company is partnering with Netflix to produce the series. He said the collaboration is a way to bring the brand's vision to life through a powerhouse streaming platform.
"We’re thrilled to be partnering with a powerhouse like Netflix to bring this exciting new series to life," Navarola said.
The move reflects a growing trend of toy-to-screen adaptations designed to increase brand loyalty among children and collectors. The series will focus on the journey of the performers as they navigate the competitive landscape of the music industry.
"It’s a celebration of the brand's 10th anniversary and our commitment to innovation and entertainment," Navarola said.
“"This is a huge moment for the L.O.L. Surprise! brand,"”
The transition of L.O.L. Surprise! from a collectible toy line to a scripted Netflix series represents a vertical integration strategy. By creating a narrative world for its characters, MGA Entertainment can drive toy sales through storytelling while establishing a media presence that reduces reliance on retail-only distribution.
