After months of preparation, a raft of licensing and toy deals, oodles of publicity and more, IP specialist Toikido and its gaming partner Supersocial have unveiled the launch of Piñata Smashlings, which is, they said, “an imaginative, visually stunning, multiplayer game that will captivate audiences worldwide and kids of all ages”.
The game launch, the first ever fully native entertainment franchise to come from a Roblox game world, is the key plank central to the development of Toikido’s own franchise, which is set to expand into toys and associated product, from apparel through to comics, in the coming months and years.
“Piñata Smashlings is in a unique position to help reshape the global gaming landscape and become the next breakout worldwide IP from a gaming platform”
Darran Garnham, founder and CEO of Toikido
“Piñata Smashlings is in a unique position to help reshape the global gaming landscape and become the next breakout worldwide IP from a gaming platform,” said Darran Garnham, founder and CEO of Toikido. “We are extremely excited about our partnership with Supersocial, and look forward to seeing how players engage with this immersive universe that encourages connections, imagination, and interactive fun.”
“We’re incredibly excited to bring the vibrant universe of Piñata Smashlings to life inside the digital realm,” said Yonatan Raz-Fridman, founder and CEO of Supersocial. “Leveraging Toikido’s inspiring and creative characters, we have crafted a rich, engaging world within Roblox, and are giving fans the opportunity to engage with the Smashlings characters in new, tangible ways in their daily lives. This is more than just a game; it’s a whole new adventure that starts in the digital sphere and echoes into the real world.”
Now the key for Toikido, alongside Supersocial and its product partners, is to get the message out to potential players about the game and subsequent toy and product launches. The first toys will roll out through traditional toy retailers in September, followed by supermarkets and grocery chains in the autumn.
Toikido head of marketing, Andy Matjaszek, said, “Our objective is to build global awareness for Piñata Smashlings and acquire players globally on Roblox and through the use of content creators who will be working with us collaboratively to create unique and compelling content promoting the game and our physical products. One partner in particular will be entering the Piñataverse as a Smashling!”
Andy continued, “In addition, we will be building the cultural relevance of Piñata Smashlings in the real world with a number of high-profile brand promotions, such as our partnership with next summer’s European Championships enter the Piñataverse when UEFA’s mascot, Albärt (which Toikido designed) will enter the Piñataverse and open a dedicated football island promoting the tournaments to players worldwide.”
“We will also be supporting our toy launch heavily and are working on bespoke plans with both Smyths Toys and The Entertainer in time for our launch this September, we’re all incredibly excited.”
Find out more here: bit.ly/PR-UKLaunch
