By Allison Watkinson
Toikido has signed several consumer product licensing partnerships for its internally developed IP, Piñata Smashlings.
The Piñata Smashlings partnerships were secured with help from the licensing and brand extension agency, Retail Monster.
“In collaboration with our friends at Retail Monster, we’ve assembled a core group of top-notch licensing partners that will help us build the
Piñata Smashlings brand into an exciting and imagination-filled experience for children everywhere,” said Toikido CEO, Darran Garnham. “Our partners are strategic thinkers who are taking a long-range view of the property and committed to developing it into a premiere brand for generations to come.”
The first licensed Piñata Smashlings products that will be brought to market in the U.S. will be a range of toys, plush and playsets from PMI Kids World Ltd. PMI Kids World is a global company that specializes in developing, manufacturing, and distributing branded toys, merchandise, and games. Since its debut in 1997, PMI Kids World has created licensed products for companies such as Disney, Universal Studios, Nickelodeon, Paramount, Hasbro, Epic Games, and more.
“We are always on the lookout for the hottest brands for kids and Piñata Smashlings is it,” said PMI Ltd. COO, Omer Dekel. “This property is a perfect fit for us and in working together with Toikido, we know Piñata Smashlings will be one of the coolest toy lines on the market.”
The Piñata Smashlings product collection from PMI Ltd. is expected to hit retail in October 2023.
These items will be followed by additional product collections for the US from Centric Brands, Inkology, Isaac Morris, and Jay Franco in Spring 2024.
Centric Brands will be responsible for manufacturing a branded collection of sleepwear, socks and beauty products for the Piñata Smashlings IP.
Isaac Morris will release a licensed Piñata Smashlings apparel line that features tops, bottoms, clothing sets, outerwear, hoodies, and swimwear.
Inkology will manufacture a branded collection of stationery and activity sets.
Jay Franco & Son will create a product range that inludes Piñata Smashlings-themed bedding, storage, home decor, bath, beach, and travel products.
For the UK region, Toikido has partnered with Character World Brands for a collection of Piñata Smashlings bedding, towels, blankets, and cushions.
“Piñata Smashlings is a uniquely creative and fun property that kids immediately get and enthusiastically embrace,” said Retail Monster CEO, Michael Connolly. “We’ve known Darran and his team for many years and are so happy to be working with them on this incredible project. We expect to make additional partnership announcements very soon.”
Also on the way is a family-friendly Piñata Smashlings Roblox multiplayer game, geared to kids ages 9-12. Some of the new toys will have interactive features that connect the physical toy with online play.
Toikido Ltd is a global entertainment company with expertise in licensing, gaming, music, marketing, and entertainment. The Piñata Smashlings brand and entertainment franchise marks the company’s first internally-developed IP.
Toikido is showcasing Piñata Smashlings in Booth R224 alongside Retail Monster at Licensing Expo 2023 this week.
By Allison Watkinson