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Billion-Dollar Toy Brand L.O.L Surprise! to Build Its Own NFT Marketplace
Ioconic is helping the brand build out its own marketplace where users can mint, buy and sell NFTs.
By Eli Tan
Updated May 11, 2023, 5:48 p.m. Published Oct 6, 2021, 1:00 p.m.
MGA Entertainment, makers of the top-selling L.O.L. Surprise! dolls, is partnering with Ioconic, a company that helps bring brands into the non-fungible token (NFT) industry, to bring L.O.L. Surprise! to the blockchain in the fourth quarter.
- L.O.L. Surprise! has amassed $25 billion in retail sales for the privately-held MGA, according to a press release.
- Ioconic is helping the brand build out its own marketplace where users can mint, buy and sell NFTs that will be a part of the toy property’s soon-to-be released digital trading card game.
- Fans of the brand’s popular dolls will also be able to connect their physical purchases to the blockchain via QR codes and display their collection digitally.
- “By expanding into the exciting NFT space, we hope to better engage with our customers and deliver serious value,” said Isaac Larian, CEO and founder of MGA Entertainment.
- Ioconic CEO Jamie Lewis noted that the company is working on “measures to prevent overspending and super stringent security” to create a safe environment for L.O.L.’s young fan base.
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What to know:
- As of October 2025, GoPlus has generated $4.7M in total revenue across its product lines. The GoPlus App is the primary revenue driver, contributing $2.5M (approx. 53%), followed by the SafeToken Protocol at $1.7M.
- GoPlus Intelligence's Token Security API averaged 717 million monthly calls year-to-date in 2025 , with a peak of nearly 1 billion calls in February 2025. Total blockchain-level requests, including transaction simulations, averaged an additional 350 million per month.
- Since its January 2025 launch , the $GPS token has registered over $5B in total spot volume and $10B in derivatives volume in 2025. Monthly spot volume peaked in March 2025 at over $1.1B , while derivatives volume peaked the same month at over $4B.
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