Under the new agreement, IMG will help develop a diverse portfolio of products and experiences for Toikido’s first-ever in-house IP, Piñata Smashlings.
Global entertainment and toy company Toikido has announced it has appointed IMG as its exclusive licensing representative in key territories including Europe, Middle East, Asia, Africa and Latin America. IMG will develop products and experiences for Toikido’s first-ever in-house IP, Piñata Smashlings.
Launching this June with a Roblox video game, the highly anticipated 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, making it the first Roblox gaming IP to debut physical retail products in the same launch window as the initial game. Toikido has also collaborated with several major content creators across Tiktok, YouTube and Twitch to further expand and activate the Piñataverse.
Darran Garnham, founder and CEO of Toikido, stated: “The Toikido team is chuffed to have such a strong and experienced licensing partner on board for the launch of Piñata Smashlings. IMG’s reputation speaks for itself and has been built on its consistent performance, expertise and international reach. Most importantly though, the team shares the same passion for the Piñata Smashlings’ IP as we do and we’re confident that by working together, children and adults across the world will be able to experience the magic, wonder and fun of the Piñataverse.”
Adam Steel, senior director of Licensing, IMG, added: “We are delighted to welcome Darran and the whole Toikido family to 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.”
Founded by toy and entertainment industry veteran Darran Garnham, Toikido brings successful gaming properties, including Among Us and Gang Beasts, to toy and apparel retail for fans around the world. Since its launch in 2020, the London-based company has sold more than 20m items across 75 countries and partnered with entertainment powerhouses including Roblox, Netflix, Skydance and Apple.
