Toikido Partners with P.M.I and Character Options to launch ‘Piñata Smashlings’

Toikido has partnered with P.M.I and Character Options PLC to deliver children’s brand, “Piñata Smashlings,” an immersive IP set to launch in 2023. 

“Piñata Smashlings” becomes the first IP created solely in-house by Toikido and will consist of “Roblox” game in production, as well as a series of animated shorts, music, suite of toys, collectibles, trading cards, books, plush and playsets, scheduled for release next summer.  

“‘Piñata Smashlings’ is the first toy IP launching on ‘Roblox,’ which is simultaneously supported by a physical toy offering,” says Darran Garnham, founder, chief executive officer, Toikido. “Both game and product are being developed together to enrich engagement. ‘Piñata Smashlings’ will be one of the first brands to attach codes redeemable within ‘Roblox’ to every physical product, truly connecting the offline physical with online digital.” 

“Working with Darran and the Toikido team is a wonderful experience,” says Boaz Dekel, founder, chief executive officer, chairman, P.M.I. “After the successful partnership on ‘Among Us’ and ‘Gang Beasts,’ we are extremely excited to be a part of ‘Piñata Smashlings’ and cannot wait to bring this fantastic IP to market. We are investing in creating a colorful, fun and fresh toy line suitable for ‘Piñata Smashlings,’ while also ensuring all packaging is sustainable.” 

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Underpinned by a deep character-driven story, the ‘Piñataverse’ will be home to hundreds of playful characters, including Smashlings – cheeky little creatures and playful Piñatas – who love to have fun and are always on the lookout for new Smashling arrivals.  

From the Rainbow River to the Rumble Jungle, players will be able to climb to the highest peaks or dive deep below the seas in search of precious Piñata Pods and many hidden treasures, bringing the colorful Piñataverse to life. 

Both the “Roblox” game and toy launch will be supported by a multi-channel approach with a strong influencer strategy at its core. With over 50 Smashlings to collect in series one, the IP will allow for plenty of unique characters for retail promotions, collaborations and exclusive opportunities.