The highly anticipated new Piñata Smashlings game marks the cutting-edge integration of digital play with real-world products, experiences and more.
The innovative, blockbuster, premium quality game offers players a unique social experience as they explore, capture and train Smashlings – magical pet-like creatures that live in the Piñataverse – and marks a first-of-its-kind integration of digital gameplay alongside physical product, experiential entertainment, and more.
The partnership between Toikido and Supersocial, a US-based developer and publisher of metaverse games and experiences, represents a transformative step forward in both digital and traditional entertainment. While the two companies have come together to craft the Piñata Smashlings universe for Roblox, the Piñataverse extends far beyond the virtual realm.
Hot on the heels of the game launch, a vast array of consumer products, encompassing everything from toys and collectibles to apparel, will hit the market. This makes Piñata Smashlings the first-ever fully-native entertainment franchise to spring forth from a Roblox game world. It stands as a testament to the future of brand expansion, successfully blurring the lines between physical and digital realms and creating dynamic, multi-channel engagement, both in real life and the digital world. Developed in unison to ensure a seamless integration between the toys and online gameplay, the physical products will encourage a whole new level of fan engagement and will be accessible in more than 70 countries, with initial rollouts in the UK and US. The Smashlings universe will also extend into an exciting new animated television series, set to debut on a major streaming network soon, further immersing fans in this enchanting world.
“Piñata Smashlings is in a unique position to help reshape the global gaming landscape and become the next breakout worldwide IP from a gaming platform,” said Darran Garnham, founder and CEO of Toikido. “We are extremely excited about our partnership with Supersocial, and look forward to seeing how players engage with this immersive universe that encourages connections, imagination, and interactive fun.”
“We’re incredibly excited to bring the vibrant universe of Piñata Smashlings to life inside the digital realm,” said Yonatan Raz-Fridman, founder and CEO of Supersocial. “Leveraging Toikido’s inspiring and creative characters, we have crafted a rich, engaging world within Roblox and are giving fans the opportunity to engage with the Smashlings characters in new, tangible ways in their daily lives. This is more than just a game; it’s a whole new adventure that starts in the digital sphere and echoes into the real world.”
A Piñata Smashlings toy range has been developed by P.M.I and will be distributed in the UK by Character Options.
Toikido recently joined forces with the Union of European Football Associations (UEFA) and UEFA Euro 2024 master licensee, Fanatics, to create the Euro 2024 mascot, Albärt, for the #MakeMoves campaign, aimed at encouraging children to be more active and health-conscious. Albärt, a lovable teddy bear character, will also be integrated into the Piñata Smashlings Roblox game as part of ‘football island’, which will feature a host of interactive mini-games and challenges focusing on physical activity and well-being. The mascot will be featured in an expansive merchandise programme spearheaded by IMG, the brand’s exclusive licensing agent in key markets.
Piñata Smashlings is available to play now, exclusively on Roblox.