Toikido forges ahead in 2024

Published on: 8th January 2024

Toikido has unveiled ambitious plans for the upcoming year, with an imminent animated series, a Roblox integration with UEFA and new partnerships and IPs in the pipeline.

Established in 2020, Toikido initially explored third-party IPs before gaining recognition with its first in-house creation, Piñata Smashlings, introduced last year. Among its triumphs, a collaboration with Among Us, the wildly popular multiplayer online game by Innersloth, proved to be a success. Toikido’s role as the master toy partner resulted in the sale of 30m toys across 100 countries, underscoring the brand’s global appeal.

The Piñata Smashlings game found its virtual home on Roblox last summer. Collaborating with P.M.I Kids World, Character Options, IMG and Retail Monster, Toikido launched a range of licensed toys globally. The brand now has over 30 licensees, including industry heavyweights Penguin Publishing and Panini. Toikido and Piñata Smashlings are in the process of crafting a full music album set to elevate the brand’s presence, produced by Grammy award-winning music producer Jason Perry. Will Ochoa, chief commercial officer at Toikido, told Toy World: “Toikido is determined to weave music and full album launches into the fabric of all our upcoming brands, presenting an innovative blend of entertainment, music and merchandise.”

Toikido’s growth is reflected in its expansion from a small team to 15 UK-based employees, complemented by a dedicated USA team led by Darryl Lai. The recent addition of seasoned creative lead Johnny Taylor, formerly of Mind Candy, King and Meta, has served to further solidify Toikido’s creative prowess. Will added: “Johnny’s arrival fortifies our team and propels our creativity.”

Amidst these milestones, Toikido inked a deal with Nelvana to produce the Piñata Smashlings animated series. The highly anticipated series, slated for a major platform launch with 52 x 11-minute episodes, explores the whimsical Piñataverse world. Nelvana’s prelude shorts on the Keep It Weird YouTube channel generated positive feedback, setting the stage for a promising reception.

In the lead-up to Euro 2024, Toikido, in collaboration with UEFA, is preparing to launch an official game integration within the Piñata Smashlings game on Roblox. Toikido also designed the official Euro 2024 mascot in collaboration with Fanatics, UEFA Euro 2024 master licensee, and the mascot will appear in the official game.

Most recently, Toikido proudly announced a new pre-school IP, PeaKeeBoo, in partnership with the award-winning studio Moonbug. Will said: “PeaKeeBoo is a stunning animation-led brand that focuses on sounds and visuals from nature. We are all incredibly excited to build our new IP with the pioneering Moonbug and will be announcing more news on this brand and our consumer products plan soon.”

Toikido is set to reveal two brand new IPs this year, each accompanied by video games and animations, ready for global toy line launches in 2025.


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