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Character World Brands gets on board with Piñata Smashlings

Toikido is continuing to add licensees to to the programme for Piñata Smashlings, welcoming Character World Brands for bedding and textiles.

The company will create a range of Piñata Smashlings bedding, towels, blankets, cushions and more, due to hit retailers across the UK from spring/summer 2024.

“We’re really excited to collaborate with the Toikido team, having signed a deal to bring Smashlings home lifestyle categories and products to retailers across the UK,” commented Tim Kilby, licensing and brand director at Character World Brands. “Gaming brands remain one of the hottest categories and Roblox-based games are on the rise, so we are confident Smashlings will be a huge success in our space.

“The Pinataverse and the breadth of Smashlings and Bashlings bring endless opportunities to create diverse and unique products, as we bring the rich story-verse and fun-filled elements to life for fans and consumers. We look forward to working with retailers in the coming months, with a SS24 launch as our shared focus.”

Will Ochoa, chief commercial officer at Toikido, continued: “In developing the Pinata Smashlings IP, we had a very clear vision to enable children to immerse themselves in the ‘Piñataverse’ both on and off screen by connecting the digital with the physical.

“Partnering with Character World Brands and developing a suite of exciting Home Lifestyle products supports this objective and will enable children across the UK to enjoy Pinata Smashlings bedding, towels and much more. We now look forward to working closely with the Character World team and in seeing this new range hit retailers’ shelves from next spring.”

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