MGA Entertainment has announced a global partnership with Sony Music UK's children's entertainment label Magic Star.
The exclusive partnership will see Magic Star work with Sony Music's record labels in more than 40 markets around the world to release new music from Lol Surprise.
Magic Star will 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 the power of music.
MGAE GM of international and licensing Sandrine de Raspide welcomed the partnership.
"Music transcends borders and allows our fans to engage with the brand in a new and exciting way.
"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," she said.
The move will allow fans to engage with Lol Surprise in new ways and confirms the Toy Association's 2021 toy trend 'Mixing in Music' which predicts that toys that engage with music will be hot sellers this year.
The MGA and Magic Star partnership also follows the one between Lego and Universal Music Group which saw them launch Lego Vidiyo, as well as the successful, ARIA chart topping Bluey album - further strengthening this trend.
"Music plays such an important role in children’s lives from an early age," Magic Star head Will Speer added.
"We are excited to bring this partnership and MGA Entertainment’s products to young global audiences," he said.
In the coming month, Lol Surprise and Magic Star will support the debut of the next single I’m a Queen, off the Lol Surprise Remix album.
The song will be supported by a music video featuring Lol Surprise animated characters and a lyric video.