Press Release


Sony Music UK’s Children’s Entertainment Label Kicks Off Partnership with No. 1 Toy Property*, LOL Surprise™   ”

Toronto, ON (22.02.2021) – Magic Star, Sony Music UK’s children’s entertainment label, and top global toy company, MGA Entertainment, Inc. (MGAE) today announced a worldwide, exclusive music partnership deal that will support the global top toy brand, LOL Surprise™.

Magic Star will work with Sony Music Entertainment’s (SME) record labels in more than 40 markets around the world including Columbia Records’ Jam Jr to release new music from LOL Surprise™, expanding the brand and enabling fans to engage in a new way. Magic Star will use their expertise to 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.

Next month, LOL Surprise™ and Magic Star will support the debut of the next single “I’m a Queen.” Supported by a music video featuring LOL Surprise™ animated characters and a lyric video.

Will Speer, Head of Magic Star, Sony Music UK, 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.

“Music transcends borders and allows our fans to engage with the brand in a new and exciting way,” said Sandrine de Raspide, General Manager International and Licensing at MGAE. “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.”

Magic Star and MGAE kicked off the partnership in September 2020 with the debut of the LOL Surprise™ REMIX album, featuring new and original tracks to support the brand’s REMIX toy line – the first series of LOL Surprise™dolls that focused on music. The teams released exciting content for fans that supported the music launch, including multiple lyric videos and animated music videos. As of today, fans around the world have amassed more than 18M streams and 100M YouTube views of the album and music videos.

Magic Star has built up a roster of both established and development artists and brand partnerships since its launch in October 2019.

About Magic Star
Magic Star is the home of children’s and family entertainment at Sony Music UK. Launched in October 2019, the label is dedicated to children’s audio- and audio-visual content – from pop music and spoken word to live events for the whole family to share. Their roster includes Andy and The Oddsocks, Oscar from Smyths Toys, Yolanda Brown, The Rainbow Collections, Wonderpop and Education Box.

About Jam Jr.
Columbia Records’ Jam Jr. is a family-friendly music source showcasing young pop artists every week through educational content, song covers, and behind the scenes videos with internet stars including Gavin Magnus, Coco Quinn and Sam Hurley. The platform is dedicated to making current top pop songs suitable for youth audiences through their work with young social media super stars. Jam Jr. helps kids learn to love music by using popular music and musicians to teach introductory concepts like melody, chorus, harmony, and more. In summer of 2020, Jam Jr. launched the first of its kind tween social media group RUN THE WORLD, the members included Kheris Rogers, Hayley LeBlanc, Jessalyn Grace and Corinne Joy. With a combined social reach of 10+ million followers, the girl group is dedicated to supporting the mission by making all girls feel empowered by collaborating on original songs and reimagining hit songs. They released their self-titled album in November 2020 and has performed on the Today Show.

About MGA Entertainment
MGA Entertainment, Inc., a consumer entertainment products company headquartered in Chatsworth, California creates innovative proprietary and licensed products including toys and games, dolls, consumer electronics, home décor, stationery and sporting goods. The MGA family includes award winning brands such as L.O.L. Surprise!™Little Tikes®Secret CrushTobi™ Robot SmartwatchRainbow High™Poopsie Slime Surprise!™Sing-a-Long Lilly and AmiRescue Tales™VIRO Rides™Na! Na! Na! Surprise™ and Zapf Creation®. Visit us at