Erve has unveiled the latest addition to its licensed portfolio, welcoming Piñata Smashlings from Toikido in a deal brokered by IMG.
The brand – which launched on Roblox in July – has joined Erve’s successful gaming portfolio, spanning a range of categories including daywear, nightwear, underwear, socks, swimwear and accessories.
“This marks a significant stride in bringing the Roblox frenzy to Erve and our cherished customers,” commented Nick Dierickx, EMEA licensing manager at Erve. “We are well aware of the immense popularity these Roblox games hold among kids. Piñata Smashlings is poised to become a trending game on the platform, and it’s our responsibility to deliver these adorable Smashlings to their fans through our esteemed retailers.”
Since its recent launch, Pinata Smashlings has swiftly garnered attention and even earned the prestigious title of the official mascot of the Euro 2024 football cup. As the toys prepare to make their debut this month, Erve is gearing up to complement the gaming experience with a number of apparel collections.
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