UEFA Euro 2024 Adventure Comes to Piñata Smashlings

Toikido has announced it is teaming up with UEFA to bring UEFA Euro 2024 to its Roblox game, “Piñata Smashlings.”

The collaboration introduces the official mascot, Albärt, and the Euro 2024 Football Island to the world of “Piñata Smashlings” as a special event through July 14. Players can access an immersive stadium experience filled with football-themed games, piñatas, treasures and the chance to level up and earn in-game currency.

“Piñata Smashlings” is embracing the buzz surrounding Euro 2024 and aims to support UEFA in its mission to inspire young audiences to emulate their tournament heroes and live a physically active lifestyle.

UEFA’s “Euro 2024 Make Moves” initiative, fronted by Albärt and German footballer, Jamal Musiala, is currently rolling out across thousands of schools and clubs across Europe. The addition of the game integration into “Piñata Smashlings” ensures the tournament reaches and inspires young audiences in both their real and virtual playgrounds.

Players on “Euro 2024 Football Island” will stay connected to the tournament via in-game digital screens, displaying live Euro 2024 match scores, enhancing the connection between virtual and physical play. The fan zone within the game will provide a space for players to celebrate their favorite teams and tournament moments.

Furthermore, fans who purchase the official Albärt plush can unlock exclusive digital rewards in-game, including a unique Albärt Smashling.

Adding to the immersive experience, adidas will feature a digital pop-up store and sponsor mini-games themed around its adidas Predator, F50 and Copa football boots within the game.

“Euro 2024 has the potential to inspire millions of girls and boys to play football and live healthy and active lifestyles, so it is important for us to take the tournament to the platforms and spaces they already occupy,” says Guy-Laurent Epstein, marketing director, UEFA. “Together with Toikido and ‘Piñata Smashlings,’ we have created a captivating football experience that bridges the virtual and the physical, which we hope will attract young audiences to our sport.”

“We’re ecstatic to bring the spirit of Euro 2024 into the vibrant world of ‘Piñata Smashlings,’” says Darran Garnham, chief executive officer, Toikido. “This partnership not only introduces our players to the thrilling world of football but also marks a significant milestone in blending digital entertainment with real-world sporting events. It’s about creating memorable experiences that resonate with our audience, and with Albärt leading the way, we’re excited to see fans come together to celebrate their love for the game.”