L.O.L. Surprise, a popular unboxing doll made by MGA Entertainment, faced a challenge: they were seen as “one and done,” a disposable toy that providing kids with a quick hit of excitement but little lasting impact. The brand’s ambitions to become a cherished IP for all ages were undercut by this perception.

In response, we created the L.O.L. Day of Surprises, an annual day of bonding between moms and their kids. The catch? The kids were in charge, deciding what they wanted to do all day long.

We activated micro influencer moms and asked them to reminisce about their own bonding time with their parents, then embark on a day of imaginative play with new L.O.L. Surprise dolls. They documented the fun day of surprises for TikTok.