Sony’s children’s label Magic Star signs deal with toy brand LOL Surprise

Sony Music children’s entertainment label Magic Star has entered a worldwide, exclusive music partnership deal with toy company MGA Entertainment (MGAE) to support top-selling global toy brand LOL Surprise.

The brand is available in Australia in retail chains such as Kmart and Target as well as online via Amazon.

According to a statement, Magic Star will work with Sony Music Entertainment’s labels around the world, including Columbia Records’ Jam Jr, to find and produce new music around the LOL Surprise brand.

This includes supporting new product lines and marketing campaigns, focussing on the characters and providing storylines, to expand the LOL Surprise brand and find new ways for fans to engage.

Coming up in March is a new single ‘I’m A Queen’, with a music video featuring LOL Surprise animated characters.

Will Speer, London-based head of Magic Star, said: “Music plays such an important role in children’s lives from an early age.

“We are excited to bring this partnership and MGA Entertainment’s products to young global audiences.”

Sandrine de Raspide, general manager international and licensing at MGAE, added: “Music transcends borders and allows our fans to engage with the brand in a new and exciting way.”

An earlier LOL Surprise Remix album and accompanying videos amassed 18 million streams and 100 million YouTube views.

According to a NPD Group report, LOL Surprise was the biggest selling toy brand in 13 major markets – ahead of Barbie, Marvel Universe, Hot Wheels and Nerf.

Fans include Cardi B’s daughter Kulture, Kim Kardashian West’s daughter North West and Kylie Jenner’s daughter Stormi.

Sony launched Magic Star  in October 2019, calling children’s music an “untapped market”.

One of Sony’s biggest children’s songs was in 2016 when South Korean education company Pinkfong turned campfire song ‘Baby Shark’ about a family of sharks, into a video that stormed social media, online video and radio.

While it peaked at #40 in Australia, it became the most-viewed video on YouTube of all time in November 2020 with over 7.4 billion views, surpassing Luis Fonsi’s ‘Despacito’ with 7.04 billion views.

On February 3, 2021, ‘Baby Shark Dance’ had received more views than the Earth’s entire human population, according to various estimates.