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Owned by MGA Entertainment, L.O.L. Surprise! is a collection of dolls and accessories that racked up $25 billion in retail sales in 2020. Sold as blind box products, the dolls have kids obsessed with the mystery of opening each new package and creating unboxing videos.

Historically, most of their sales came through the B2B channel from mass-market retailers like Target and Walmart. They were looking to boost their B2C game through an e-newsletter. But because of strict regulations on e-mail marketing, they had to be sure to talk to the parents of their audience, and that was something they hadn’t done before.

I worked with them for 4 months at the beginning of 2020 as they on-boarded a new in-house copywriter, setting the tone and standards for how to communicate most effectively with parents.