By Allison Watkinson
TLL Reporter
Toikido and the Panini Group have entered a licensing partnership for an extensive line of Piñata Smashlings collectibles.
Initially founded in 1961, the Panini Group is an Italian company that develops, produces and distributes licensed trading cards, stickers, collectibles and published works through its network of subsidiaries.
“Panini Group is an influential market leader in the world of trading card and sticker collectables, and we are delighted for Piñata Smashlings to be one of their new ranges for 2024,” said Toikido CEO, Darran Garnham. “With an exciting activation program planned, I can’t wait to see the first series of cards and collectibles to roll out and for children in eleven countries to be able to collect Piñata Smashlings in the physical world of play alongside our immersive digital game.”
The licensed Piñata Smashlings collectibles line will include trading card packs, stickers, a themed card game, a collector’s album, display boxes and tins.
The products will be widely available throughout the U.S., Canada, UK, Denmark, Finland, Norway, Sweden, Australia, New Zealand, Malta, and South Africa beginning in 2024.
“The early success of Piñata Smashlings on Roblox is exciting and we are thrilled to transition Piñata Smashlings in the digital space to the physical world with trading cards and sticker collections to drive further connectivity to Piñata Smashlings and its fans,” said Panini America CEO, Mark Warsop.
Prior to the collection’s international debut, select Piñata Smashlings trading cards will launch as part of a promotional product sampling program at Chuck E. Cheese fun centers across the U.S.
As part of this program, a limited number of Piñata Smashlings starter packs will be available to children at participating Chuck E. Cheese locations on Nov. 11 to 12.
Each starter pack will feature a promo code that can be redeemed for a free item on the Piñata Smashlings Roblox game.
The upcoming trading card and sticker range is intended to complement the launch of the first officially licensed Piñata Smashlings toys.
The Piñata Smashlings toy collections are currently available at Walmart in the U.S. and at The Entertainer and Smyths Toy Superstore in the UK.
Established in 2020, Toikido is an entertainment and design company that specializes in developing digital IPs through licensing, gaming, music, marketing, and entertainment services.
Piñate Smashlings is the company’s first internally developed entertainment brand.
Toikido intends to roll out its second wholly-owned IP in early 2024.
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