L.O.L. Surprise & O.M.G. | BRAND STORYTELLING – Sarah Terry

L.O.L. Surprise! & O.M.G. Fashion Dolls

#1 Toy Worldwide 2018 - 2020 • Toy of the Year – 2018, 2019, 2020 • #1 Fashion Doll • 2020 Doll of the Year

Real queens strut fierce style and fix each others' crowns. L.O.L. Surprise! and their big sisters O.M.G. fashion dolls are fashion-forward characters full of outrageous surprises and personality. They live in a world with the own set of rules, where babies rule everything and they march to the beat of their own D.J. These pop-culture savvy B.B.s took the world by storm topping the toy charts since their launch in 2016 setting trends again and again in the collectibles and fashion doll categories. With a powerful message of inclusivity and self-expression, L.O.L. Surprise! inspires kids to be their truest selves, celebrate their differences and support their friends.

Manager, Brand Voice
Brand Storyteller & Copywriter

Bringing fierce style and outrageous personality to all touch points and platforms. We surprise the world every time.

I took a brand that was copy averse and light on story and helped to turn it into a storytelling powerhouse with its own unique language and fierce personality that was consistent and attention-grabbing across all channels.

YEAR

2018-Present

Brand Story
Brand Voice
TV Commercial Copy
Social Media Content
Character Personalities
Narrative Content - Netflix Feature Film, YouTube Series, Stop Motion Animation
Live Events - Live Streaming Concerts, Pop-up Activations, Influencer Events
Music - Album Collaboration with Sony Music
Packaging Copy
eCommerce Copy
Web Content

links

Website
Instagram
YouTube

Branded Video Content with Fierce Syle

L.O.L. Surprise! The Movie - Netflix
#5 Movie on Netflix Worldwide week of release, #6 Movie on Netflix in the U.S.
The first-ever L.O.L. Surprise! movie on Netflix. Worked closely with production team to ensure the storytelling, voice and characters reflected the brand and products from the L.O.L. Surprise! Movie Magic line.
Credit: Story Consultant

MAKING PARENTS FANS, TOO

Parents Love to Play, Too
Again and again, when I brought home some "work" in the form of L.O.L. Surprise toys, my adult friends and family always wanted to play! Taking inspiration from that experience, we created this campaign to increase awareness and excitement with parents.

Product COPY That Stands Out

TV & Digital Ads with Personality

Branded Music

Fierce - New Album from L.O.L. Surprise & Sony Music
79K+ Monthly Streams
Top 40 in U.S. Children's charts, Top 10 in 3 Countries
In partnership with Sony Records UK children's label Magic Star. L.O.L. Surprise! Remix launched 2020, top 10 on the iTunes children's charts worldwide. Available on Spotify, Amazon Music, Apple Music and CD.

Showstopping animated music videos featuring L.O.L. Surprise! characters, including "I'm a Queen" performed by the Super Sonix. Earning 11 million organic views on YouTube since launching in March 2021.

Live Events That Inspire

Live events that include fashion shows, holiday Santa's workshop, pop-up experiences and concerts. Starting in 2020 due to pandemic, adjusted to most events live streaming online including concerts, unboxings and performances.

On Trend Social Media

Born on the internet social media content with outrageous and surprising content for fans, moms and co-viewing with kids.

"I'm a Queen" Campaign

Launched the now iconic music video in March 2021 with a tease campaign, influencer collaborations with branded dance moves for TikTok and Instagram stories as well as branded filters and stickers.

Attention-Grabbing Retail & eCommerce

Tough as it is to turn heads in the crowded retail space, where busy parents and gift-givers are trying to make it through their to-do list, our packaging and branding stands out to grab their attention every time.

Next Level Partnerships

Overseeing brand voice and contributing copy where needed to partnerships across platforms. Ensuring brand storytelling aligns with other activations.

L.O.L. Surprise! x Black//Brown
Short video series celebrating Black History Month.