NEWS

Toikido teases new toy ranges, own-IP development and more

Published on: 15th November 2021

The young company has enjoyed huge success since landing the master toy deal for Among Us in January. 

In just 12 months, Darran Garnham’s Toikido has racked up a slew of major licences from across film and gaming, with Smighties, Gang Beasts and Back to the Outback joining Among Us, the smash-hit lockdown phenomenon Toikido partnered with Innersloth on, in January 2021.

It’s an impressive start for the young but savvy company, especially when you consider the challenges the toy industry has faced this year. Darran is understandably proud of his team’s achievements, telling Toy World: “We set some goals in the first month and have achieved all but one – but I’m confident we will nail that before the end of the year. We owe a lot to our amazingly supportive licensors and key partners on the journey with us, who have supported the ethos of the business from day one.”

Among Us remains Toikido’s standout property. Darran notes that while the game itself may have slowed, its core fanbase remains loyal and passionate, with user-generated social media content accruing millions of hits daily. Building on its early success with Among Us, Toikido is eyeing 2022 as the ‘true launch year of the brand’, as the company enhances and expands its current ranges, reflecting on what’s been performing best so far.

Next year will also see the launch of Smighties, Gang Beasts and other exciting partnerships, says Darran. He adds: “We will also announce the first of our own IP projects and the opening of Toikido Studios. Finally, in Q1, we will launch a  truly unique global logistical project with a major digital influencer. I think that will take care of 2022, but our door is always open.”

To read the full Q&A with Darran, which was published in the November issue of Toy World, click here.

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