MGA Entertainment and Ioconic Launch Largest Retail NFT in History

Digital business licensing company Ioconic has teamed up with MGA Entertainment to launch L.O.L Suprise Trading Card Game NFTs.
Image Source: L.O.L Surprise via MGA Entertainment

Quick Take:

  • Ioconic is a digital business licensing company that brings the world’s leading brands into the digital space.
  • MGA Entertainment is a multi-billion dollar company engaged in the manufacture of children toys and games.
  • The two companies have partnered to launch a retail NFT platform for the L.O.L Surprise Trading Card Game.

One of the world’s most popular children’s card games is coming to the NFT space after Ioconic, the digital licensing company that helps brands into the NFT space partnered with MGA Entertainment to launch a retail NFT platform for L.O.L Trading Card Game. 

The platform will be based on the Polygon framework, a protocol used by gaming companies to build blockchain games on the Ethereum network. It is now the largest retail NFT launch in history, worth about $25 billion in retail sales, and going live in over 20,000 retail stores across the world.

The partnership will see MGA Entertainment release over 400 digital trading cards in L.O.L. Surprise! Dance Off!, making the trading card game available to tens of millions of fans and collectors worldwide.

Following the launch, Jamie Lewis, CEO of Ioconic said, “The L.O.L. Surprise! Dance Off! The Trading Card Game will launch in 20,000 major retail outlets across the globe, including Walmart, Target, and Walgreens in the US, and Tesco, Asda, Smyths, and Amazon in Europe.”

The launch will see 10 million packs containing 50 million individual cards delivered across the globe by the end of the year. Buyers will receive a QR code, which they can use to verify their eligibility for their online rewards in the Play L.O.L Surprise portal.

The rewards will vary from digital trading cards, tokens, NFTs or digital versions of their physical collectibles. Eligible fans also gain access to LOL Art Shop where they can purchase additional NFTs offered sporadically as collectibles in limited drops.

The rewards can be minted after redemption, following which they can be viewed as a collection in the L.O.L. Surprise Art Gallery.

All transactions will be based on the powerful Polygon blockchain, which the CEO of the protocol believes will help introduce innovative ways for fan engagement to the L.O.L. Surprise brand.

Physical L.O.L. Surprise dolls have gained traction since launching in 2016. Therefore, there is a high expectation that the digital version could be as successful, given the rising popularity of NFTs.

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