Toonix will launch across the EMEA, and follows U.K. beta testing that grew to more than 250,000 users.
“A truly interactive experience, Toonix puts community and imagination at its core, encouraging kids to express themselves, get creative and interact in a fun and safe environment,” says Louise Okafor, director of digital entertainment, Turner Broadcasting, EMEA. “We know that kids really love the customization and creation element, so there are many functions tied into this, whether it’s the ability to change their avatar to suit their mood, play games, do daily challenges or explore the vast Toonix world. Toonix is a truly digital-led initiative, with advertising and licensing opportunities built into it and it’s an exciting step forward in our digital strategy.”
Toonix is geared to children ages 7-11 and is free to use. Once inside the Toonix platform, children are able to navigate three game play worlds: MyWorld, Games World and Shopping World.
Within the site are multiple branded virtual goods, pop up stores, posters, costumes and discount vouchers, as well. A licensing and merchandising program is in the works, with Wow! Stuff signed on as master toy partner.