By Gary Symons
TLL Editor in Chief
Toikido has created a metaverse game for its hit toy line Piñata Smashlings with the help of developer Supersocial.
Called the Piñataverse, the new multiplayer game offers players a unique social experience as they explore, capture, and train the magical pet-like Smashlings.
Toikido says the idea was to create a first of its kind integration of digital gameplay alongside physical product, experiential entertainment, and more.
“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.”
The partners say the collaboration between Toikido, a London-based entertainment company on the cutting edge of digital design and toys, and Supersocial, 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 fascinating 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,” the partners said in a statement. “It stands as a testament to the future of brand expansion, successfully blurring the lines between physical and digital realms and creating a dynamic, multi-channel engagement—both in real life and the digital world.”
Toikido says the project was developed in unison to ensure a seamless integration between the toys and online gameplay, so 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 U.S.
In other related news, Toikido says 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.
The partnership also underscores the continuing importance of metaverse platforms in licensing, particularly for toys, entertainment franchises, and fashion. Early adoption of the metaverse has primarily involved gaming and industrial applications, with platforms like Minecraft, Roblox, and Fortnite leading the way in consumer engagement.
It also highlights the new and growing importance of metaverse developers like Supersocial in the licensing sector, as they specialize in turning brands into metaverse worlds or games. Supersocial says the Toikido project is an ideal example of the type of brands that can grow and prosper on a metaverse platform like Roblox.
“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.”
Supersocial itself is a good example of how the metaverse is becoming important for both work and play. Supersocial is a developer and publisher of games and experiences for metaverse platforms, but the company itself also operates primarily in the metaverse.
Over the past six months, the company – which was only founded in 2020—has grown rapidly by attracting top industry talent from major gaming organizations like Nintendo, Electronic Arts, Ubisoft, and Epic Games. One reason it was able to do so is that Supersocial operates through a “remote native workplace” that allows talented designers from all over the world to seamlessly collaborate from their homes.
Toikido also 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 program spearheaded by IMG, the brand’s exclusive licensing agent in key markets.
By delivering engaging experiences across different mediums, the companies say this partnership sets a new standard for the seamless blending of digital and physical spaces, creating unforgettable adventures to entertain and inspire the brand’s fans.
Piñata Smashlings is available to play now, exclusively on Roblox.