Following the much-anticipated launch of Piñata Smashlings on Roblox in July, entertainment company Toikido is continuing to build momentum for its first-ever in-house IP with a slew of licensing collaborations, brand partnerships and new animated content slated for Q4 2023 and beyond.
The first wave of toys from PMI Kids’ World has just launched at Walmart, Toys R Us and Amazon and will be widely available across the US from October. Bringing the excitement of the digital game into the real world, the range includes engaging play-sets, plush and collectables, with each toy coming with a unique QR code that offers access to exclusive in-game content to enrich the interactive experience for fans.
These items will be followed by fashion, home and craft collections from Centric Brands, Inkology, Isaac Morris and Jay Franco, among others. In the UK, Character World will offer an array of Piñata Smashlings home and lifestyle goods, with bedding, towels, blankets and cushions set to roll out to retailers next spring.
Toikido has also partnered with leading content producer and distributor Corus Entertainment’s Nelvana on an upcoming animated Piñata Smashlings kids’ series. Nelvana will release 10 animated two-minute Piñata Smashlings shorts this October, introducing the characters from the show.
The brand is also making a foray into publishing with the Piñata Smashlings Collector’s Guide, a 160-page title from Penguin Random House’s Ladybird imprint, to be released in Q1 2024. In addition, Toikido has joined forces with UEFA and EURO 2024 master licensee Fanatics to create the EURO 2024 teddy-bear mascot Albärt, who will be incorporated into the Roblox Piñata Smashings game as part of Football Island.
Andy Matjaszek, Toikido’s head of marketing, said: “Piñata Smashlings hasn’t just exceeded our expectations, it’s completely smashed them! We knew the game was going to be a hit when its trailer received over six million views worldwide but were astounded when it hit a million plays in its first month of launch. It’s a testament to its design and story, which has really resonated with gamers of all ages who have come together to form a strong and rapidly growing community of enthusiasts.
“Companies are taking notice and we are forming new partnerships with interested parties, who are keen to be a part of the brand’s success story. much like Ladybird, PMI and Character Options.”
You can read more about Piñata Smashings and Toikido’s plans in our dedicated HTML by clicking here.
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.
