By Allison Watkinson
TLL Reporter
Toikido has entered a licensing partnership with Chuck E. Cheese for an in-store and online promotional campaign focused on the Piñata Smashlings Roblox game.
The new collaboration will enable players of the Piñata Smashlings Roblox game to engage with licensed Chuck E. Cheese characters as in-game Smashlings.
This licensing partnership is the first official Chuck E. Cheese IP integration to take place on the Roblox metaverse and gaming platform.
The promotional campaign will also feature activations such as a Piñata Smashlings character design challenge, co-branded in-store activities, digital signage, product sampling weekends, prize packages and more.
“Chuck E. Cheese is a favorite destination for kids across the U.S. and Canada, and a fantastic partner for Piñata Smashlings,” said Toikido CEO, Darran Garnham. “Like Toikido, Chuck E. Cheese is dedicated to providing unique and memorable character-focused entertainment and we look forward to a successful collaboration that will bring Chuck E. Cheese into the Piñataverse and deliver a range of innovative and fun experiences for kids and their families, in-game and in-store.”
The licensed characters that will be added to the Piñata Smashlings Roblox game are Chuck E. Cheese, Pasqually, Mr. Munch, Helen Henry, Jasper T. Jowels, and Bella B. Players who collect all six characters will unlock a dedicated Chuck E. Cheese-branded area within the Piñata Smashlings game.
A ‘Design Your Own Piñata Smashlings’ competition will also give players a chance to have their own original Smashling character added to the game.
As part of the licensing partnership, Chuck E. Cheese entertainment centers across the US will showcase Piñata Smashlings video content on its in-store CEC Media Network, digital channels, promotional signage, and more.
Additional promotional events for the collaboration include Piñata Smashlings prize campaigns, Piñata Smashlings blind bag and co-branded trading card give-aways and product sampling weekends at specific Chuck E. Cheese locations.
The fully-integrated three month-long campaign begins in October and runs until the end of the year at participating Chuck E. Cheese fun centers across the U.S. and Canada.
“Toikido’s focus and emphasis on operating at ‘the speed of culture’ makes them an ideal partner for us as our global media, licensing and entertainment division grows, and is taking our iconic IP and characters to new dimensions,” said Chuck E. Cheese VP, Melissa Mcleanas. “The expansive digital universe of Piñata Smashlings paired with the global scale of our fun centers creates the perfect platform to entertain kids and families everywhere.”
Toikido Ltd is a global entertainment company that offers licensing, gaming, music, marketing and entertainment services for licensed and internally developed IP.
The Piñata Smashlings Roblox game was developed by Toikido in partnership with the metaverse game company Supersocial.