Piñata Smashlings arrives at Smyths and The Entertainer

Published on: 18th September 2023

The Piñata Smashlings toy range will be followed by a wider product line spanning apparel, books and more, after the hugely positive reception to the Roblox game.

Toikido has announced that the Piñata Smashlings toy range from P.M.I. Kids’ World, based upon the studio’s smash-hit Roblox game and original IP, has arrived on the shelves of UK retailers Smyths Toys Superstores and The Entertainer.

The first IP to be developed in house by the innovative, fun and fast paced studio, Toikido, Piñata Smashlings is on-track to becoming one of 2023’s most exciting children’s brands, having already attracted over 1m users to its immersive Roblox game.

Focused on integrating digital gaming with physical play, by enabling players to collect cheeky little Smashlings characters both on and off-screen in the ever-growing world of the Piñataverse, the new Piñata Smashlings toy range comprises collectibles, plush and playsets, with RRPs ranging from £2.99 to £20.

Launched across both Smyths Toys Superstores and The Entertainer nationwide on 7th September 2023, Piñata Smashlings is the first Roblox gaming IP to debut physical products at retail in the same launch window as the initial game. The IP’s exciting toy range will be followed by a wider product line in apparel, books and more.

In working closely with both UK toy retailers, the Piñata Smashlings range will now appear in the display windows of all 160 The Entertainer stores, coupled with the game trailer playing on in-store screens. Children will also be invited to create their very own Piñata Smashling via a dedicated in-store competition, with the winning design selected by the masterminds behind the game: Toikdio’s creative team.

In addition, children will be able to enjoy character costume visits within Smyths Toy Superstores, together with a dedicated promotional event with the internet’s most followed magician and new global brand ambassador of Piñata Smashlings, Sean Sotaridona (aka Sean Does Magic) at the Croydon Smyths Toys Superstore on Sunday 24th September 2023.

Having achieved an impressive £10m in revenue in its latest reported financial year, Toikido is now one of the UK’s fastest growing entertainment companies, with the new Piñata Smashlings toy range forecast to double turnover within the next 12 months alone.

Darran Garnham, founder and CEO of Toikido, said: “I am incredibly excited to unveil the first Piñata Smashlings toy range and – even more so – to be working with leading retailers, The Entertainer and Smyths Toy Superstores.”

“In developing the IP for Piñata Smashlings, we wanted to combine the digital gaming world with physical play, and it’s amazing to see this come to fruition with toys now readily available across both Smyths and The Entertainer nationwide. We are already experiencing excellent levels of engagement in our Roblox game and I look forward to seeing how this translates to our new and exciting Piñata Smashlings toy range.”

Established in 2020, Toikido is quickly gaining recognition as an innovative, fun and fast-paced studio, renowned for growing global audiences through the creation of captivating toys for emerging digital brands.

For more information on Toikido, click here.


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