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Zag, Roblox Ink ‘Miraculous’ Game Deal

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Developed in partnership with studio Toya, the new game will launch in April.

Zag Games, the new games division launched in October 2020 by global independent animation studio Zag, has announced a partnership with Israel-based startup Toya to create its first game for the Roblox platform for the ZAG and ON kids & family (Mediawan Group) hit “Miraculous - Tales of Ladybug & Cat Noir.”

Scheduled for release in April, the new “Miraculous Ladybug & Cat Noir” adventure quest game from Zag and Toya, a Roblox studio, will be the first to bring a TV series to the Roblox metaverse – a shared online experience where fans interact in 3D simulated virtual environments.

“Miraculous Ladybug is a relatable heroine who sets up a positive, strong and rocking persona – with the ability to transform, figuratively and literally, the world she is living in,” says Elinor Schops, vice president, Zag Games and Interactive Experiences. “We believe that the Metaverse that Roblox has built is the ideal place to launch a game that celebrates girl empowerment and exploration, and we want to hand over to these girls (and boys of course) the power to advise how to play the game. In every sense, we plan for the game to be led by the community in order to make this into a community game – this is where fans will meet and role play in the Miraculous universe. Our partner Toya, with its female-led agenda, helps to transform the gaming experience for girls around the world, and we couldn’t have hoped for a better match of agendas and ideas.”

The launch of the Roblox game coincides with the debut of Zag’s second big-budget animated movie, “Miraculous World - Shanghai - Lady Dragon.”  The announcement also comes on the heels of Zag’s announcement that Miraculous is now available on TikTok, expanding the brand’s digital presence.

“Toya is proud to work with Zag to develop ‘Miraculous - Tales of Ladybug & Cat Noir’s’ first Roblox gaming experience,” says Anat Shperling, chief executive officer and co-founder, Toya. “We are passionate about Roblox being a flexible and inclusive space that allows freedom of expression for adolescents’ inner worlds. We can’t wait to usher the beloved protagonists of the series, Ladybug and Cat Noir, into the Roblox realm, with an inspiring journey that invites global fans into a shared experience in the rich personal space of these admired characters. Core to Toya’s mission is developing inclusive gaming experiences that enable girls and boys to express themselves freely in a safe environment. We plan to design a journey that encourages players towards greater freedom of self-expression, and teaches them empowering skills for the outside world, such as time management, and decision-making. We couldn’t be more excited to bring this experience to life in partnership with the Zag gaming team and with the support of the tremendous global community of ‘Miraculous’ fans and followers.”

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