Sambro and Toikido join forces on Smashlings range

Published on: 23rd November 2023

A new range of toys and stationery featuring characters from Toikido’s Piñata Smashlings property will launch in autumn/winter 2024 across EMEA.

Global toy and gaming studio Toikido has joined forces with Sambro International to roll out its latest Piñata Smashlings collectibles and toys collection.

Under the new three-year partnership, which was facilitated by Toikido’s licensing representative IMG, Sambro will deliver an extensive range of arts & crafts, stationery, bags and novelty toys. The products, priced between £1.99-£8.99, will be widely available across EMEA territories.

The new range will reflect the core brand DNA of the Smashlings universe and aim to excite children with hidden characters. Some of the key compound products include the Surprise Sand Eggs, Great Tree Crystal Growing Kit, Slurping Smashling, Bash Sand Eggs and Squelchum.

Sambro is also developing a range of stationery backpacks shaped like popular Smashlings characters, filled with a variety of collectible stationery products. Additionally, the company will also deliver an exclusive range of Smashlings Piñata Puzzle Palz, its IP range of collectible puzzle erasers, giving children a chance to build, play and erase while collecting their favourite characters.

With unrivalled expertise in the licensed arts & crafts and collectible novelty toy sector for more than 25 years, Sambro, enjoys longstanding relationships with many top licensors including Disney, Hasbro, Paramount, Mattel and, now, Toikido.

Developed by Toikido, Piñata Smashlings has become one of 2023’s most exciting children’s brands, with a unique and exciting Roblox game, a series of animated shorts, music and a suite of toys, collectibles, plush and play sets, all launching this year.

The success of the Piñataverse comes from integrating digital gaming with physical play, enabling players to collect Smashlings characters both on and off-screen in an ever-growing world.

Will Ochoa, chief commercial officer at Toikido, said: “Our studio’s success has been built on great ideas and talented partners who can bring them to life, which is why we’re so thrilled to be working with Sambro, a company internationally renowned for its award-winning licensed merchandise, and ability to make it accessible in stores globally.”

Will added: “Since its release, Piñata Smashlings is building a global fanbase and is generating much interest in the media, as well as across toy, retail and gaming industries. Today’s announcement will further build on this, and we can’t wait to see how fans of our loveable IP react to all the great products that Sambro has in store for them over the next three years.”

Clare Rix, Brand and Licensing director at Sambro, added: “The teams at IMG and Toikido have been brilliant to work with in getting this deal across the line, and I can’t wait to see our product launch alongside the master toys ranges. We are excited to start working on the franchise and see where team Toikido takes Smashlings, and the programming and marketing support is huge.”


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