Toikido has announced it has appointed IMG as its exclusive licensing representative in key territories including Europe, Middle East, Asia, Africa and Latin America.

Under the new agreement, IMG will help develop a portfolio of products and experiences for Piñata Smashlings.

Launching in June with a “Roblox” video game, Piñata Smashlings features hundreds of playful characters called Smashlings and Piñatas. The game will be followed by the launch of an animated children’s television series, as well as a product line including toys, collectibles and apparel.

“The Toikido team is chuffed to have such a strong and experienced licensing partner on board for the launch of Piñata Smashlings,” says Darran Garnham, founder and chief executive officer, Toikido. “IMG’s reputation speaks for itself and has been built on their consistent performance, expertise, and international reach. Most importantly though, they share the same passion for the Piñata Smashlings’ IP as we do and we’re confident that working together, children and adults across the world will be able to experience the magic, wonder and fun of the Piñataverse.”

“We are delighted to welcome Darran and the whole Toikido family to IMG,” says Adam Steel, senior director, licensing, IMG. “With a ‘Roblox’ video game, an animated series and a range of consumer products already locked in before its official launch, Piñata Smashlings is on track to become the next blockbuster gaming and children’s brand. We look forward to combining Toikido’s unparalleled industry expertise with our specialist knowledge of the entertainment and gaming landscape across our global network to bring the Piñataverse to fans around the world.”

IMG was recently listed as one of License Global’s Top Brand Licensing Agents 2023.

Piñata Smashlings magazine, Toikido

Toikido and Redan Publishing partner on magazines

Toikido has also signed a deal with Redan Publishing for children’s magazines. Piñata Smashlings will regularly feature in a selection of Redan’s multi-character titles to help build brand awareness, support the game release on “Roblox,” and aid promotion of the toy lines from PMI when they launch later in the year. Content in the compilation magazines will also serve to seed the launch of a smashing standalone magazine containing everything Smashlings, in Spring 2024.

“We’re absolutely delighted to be chosen as the magazine partner for Piñata Smashlings,” says Julie Jones, managing director, Redan Publishing. “From when we were first presented with this up-and-coming IP, we could see huge potential and immediately fell in love with the artwork, back story, and general vibrancy of the property. The enthusiasm and positivity of the team at Toikido is infectious and we are thrilled to be working with them to develop a magazine strategy that aims to propel Piñata Smashlings to the top of the children’s magazine category.”

“Magazines play a crucial role in helping children connect with their favorite brands, and we’re thrilled to be working with Redan who are renowned for their high-quality and entertaining content,” says Will Ochoa, chief commercial officer, Toikido. “With Redan's expertise and wealth of experience, we're confident they'll bring our deep character-driven story to life in a whole new way.

“The Piñata Smashlings magazine is a key part of our product strategy, helping us to build a global and much-loved IP. The magazine will feature fantastic activities, including puzzles, quizzes, comic strips and stories featuring all of our favorite characters. As with all our other physical products, the magazine will also have a strong digital focus and will include up to date information on our ‘Roblox’ game, not to mention downloadable codes redeemable in-game within every issue.”