L.O.L. Surprise! celebrates International Dance Day with JLS star Aston Merrygold

L.O.L. Surprise!™ from MGA Entertainment, Inc. (MGAE), one of the largest privately-owned global toy companies, celebrated International Dance Day on Thursday 29 April by launching a new dance challenge lead by JLS star Aston Merrygold

Written by Mark Naish

Posted 30.04.2021 | Products

L.O.L. Surprise! celebrates International Dance Day with JLS star Aston Merrygold thumbnail

The dance challenge was supported with live duet content hitting throughout the day from Aston’s fiancée Sarah-Lou Richards and their son Grayson, Pussycat Doll Kimberly Wyatt, popstar Tallia Storm, celebrity stylist Lou Teasdale, and dance prodigy Princess K who found fame performing with Stormzy at Glastonbury Festival in 2019.

Aston became a Tik Tok sensation sharing adorable dance videos with Sarah-Lou and their children throughout lockdown, racking up millions of views. The #LOLDanceDay challenge was created by Aston using dance moves made iconic through Tik Tok, combined with original moves found within the new L.O.L. Surprise!™ Dance Dance Dance dolls.

The dance challenge follows a recent survey of 1,000 families run by L.O.L. Surprise!™ that discovered kitchen discos had become a regular weekend occurrence throughout lockdown for 49 percent of UK families. The research found that one in two parents said dancing with their kids had lifted their spirits over the last year (54 percent), with 55 percent having used dance parties as a fun way to let off steam.

Samantha Wilson, Marketing Director for L.O.L. Surprise UK™ said: “The re-emergence of the kitchen disco over the past year has brought to light the positive impacts of families dancing together, using it as a fun tool to keep children active and laughing! We wanted to celebrate International Dance Day and bring the L.O.L. Surprise! Dance Dance Dance series to life by creating a light-hearted dance challenge that families could enjoy doing together. We were thrilled to see the content created by our celebrity ambassadors and hope families throughout the UK will be inspired to have fun taking part in the #LOLDanceDay challenge in the weeks to come.”

L.O.L. Surprise!™ was launched by MGA Entertainment, Inc. (MGAE) in December 2016 and has quickly become a global phenomenon as the world’s best-selling toy, driving the unstoppable craze for collectable toys. Bringing even more excitement to the unboxing experience, L.O.L. Surprise!™ has launched the new LOL Surprise™ Dance Dance Dance series! The new series introduces brand new characters, fierce fashions and unique dance moves kids can unbox, collect, learn, and of course, REMIX. The range included the LOL Surprise™ Dance Dance Dance OMG Fashion dolls, LOL Surprise™ Dance Tots and LOL Surprise™ Dance Machine.

L.O.L. Surprise!™ is for children aged 6+ and is available at toy retailers including: Smyths Toys, The Entertainer, Amazon, Argos, Tesco and Sainsburys. For more information about LOL Surprise™, please visit www.lolsurprise.co.uk. Follow us on Instagram @lolsurprise.uk and Facebook @LOLSurpriseUK.
 
All #LOLDanceDay video content can be viewed here –

Exploding Kittens Acquires First External Game Happy Salmon From North Star Games thumbnail

Exploding Kittens Acquires First External Game Happy Salmon From North Star Games

Company Expands Its Roster of Game Inventors; Searches for the Next Hit Game from External Creators

Mattel Executive Leadership Joins Warner Bros. Consumer Products as Keynote Speaker at Licensing Expo Virtual on August 26 thumbnail

Mattel Executive Leadership Joins Warner Bros. Consumer Products as Keynote Speaker at Licensing Expo Virtual on August 26

Mattel's President and Chief Operating Officer Richard Dickson and Head of Global Consumer Products and Franchise Marketing Roz Nowicki will ...

Brand Licensing Europe supports industry to look to the future with What’s Next 2021 theme thumbnail

Brand Licensing Europe supports industry to look to the future with What’s Next 2021 theme

Brand Licensing Europe (BLE), in partnership with industry trade association Licensing International, will support the industry as it collectively looks ...

Press Releases

Radio silence broken on Novel Entertainment’s new Horrid Henry podcast thumbnail

Radio silence broken on Novel Entertainment’s new Horrid Henry podcast

The first podcast based on the award-winning Horrid Henry TV series will launch this week under new ‘Horrid Henry Unlocked’ ...

APC Kids signs trio of deals for CTC Media’s Kid-E-Cats thumbnail

APC Kids signs trio of deals for CTC Media’s Kid-E-Cats

New deals sees hit property’s footprint expand in Asia, Latin America and North America

Live the track with the Lego Technic Ducati Panigale V4 R thumbnail

Live the track with the Lego Technic Ducati Panigale V4 R

The Lego Group has revealed its latest Lego Technic model – the Ducati Panigale V4 R

Have a field day with Britains’ New Holland Tractor! thumbnail

Have a field day with Britains’ New Holland Tractor!

Tomy has revealed the latest launch from Britains – a New Holland T8.435 Tractor