Toikido, a London based entertainment company at the cutting edge of digital design and toys, has signed a deal with Peppa Pig and Sparkle World publisher Redan Publishing for children’s magazines, which includes a new Piñata Smashlings standalone magazine featuring some comic strip, launching next Spring.
Founded by toy and entertainment industry veteran Darran Garnham, Toikido brings successful gaming properties, including Among Us and Gang Beasts, to toy and apparel retail for fans around the world. Since its launch in 2020, the company has sold more than 20 million items across 75 countries and partnered with media companies that Roblox, Netflix, Skydance and Apple.
Piñata Smashlings is Toikido’s first-ever in-house property, launching next month with a Roblox video game, featuring hundreds of playful characters called Smashlings and Piñatas.
The game will be followed by the launch of an animated children’s television series, as well as a product line including toys, collectibles and apparel, making it the first Roblox gaming IP to debut physical retail products in the same launch window as the initial game.
Toikido has also collaborated with several major content creators across Tiktok, YouTube and Twitch to further expand and activate the Piñataverse.
The Piñataverse is home to Smashlings – the most excitable and energetic creatures around. There are hundreds of these cheeky little characters as they explore the expansive and ever-growing world… but not everything is sweetness and light as darkness looms with menacing Meañatas up to no good, turning Smashlings into bitter Bashlings. Luckily, there are Piñatas to help save the day – so get ready to discover the wonderful world of Piñata Smashlings…
The partnership is all part of a wider plan for the brand supported with a £2 million marketing budget, that includes the release of a Ladybird Smashlings Collectors Guide in November, the Piñata Smashlings will regularly feature in a selection of Redan’s multi-character titles, to help build brand awareness, support the game release, and aid promotion of the toy lines from PMI Kids World and Character Options when they launch later in the year.
Content for Piñata Smashlings has already started to appear in Redan’s long-running girls title, Sparkle World magazine.
Content in the compilation magazines will also serve to seed the launch of a standalone magazine, containing everything Smashlings, in Spring 2024.
“We’re absolutely delighted to be chosen as the magazine partner for Piñata Smashlings,” says Julie Jones, MD at Redan. “From when we were first presented with this up-and-coming IP, we could see huge potential and immediately fell in love with the artwork, back story and general vibrancy of the property.
“The enthusiasm and positivity of the team at Toikido is infectious and we are thrilled to be working with them to develop a magazine strategy that aims to propel Piñata Smashlings to the top of the children’s magazine category.”
“Magazines play a crucial role in helping children connect with their favourite brands,’ feels Will Ochoa, chief Commercial officer at Toikido, “and we’re thrilled to be working with Redan who is renowned for its high-quality and entertaining content.
“With Redan’s expertise and wealth of experience, we’re confident our deep, character-driven story will be brought to life in a whole new way.”
The Toikido team consider the Piñata Smashlings magazine is a key part of Toikido’s product strategy, helping the company to build a global and much-loved IP.
“The magazine will feature fantastic activities, including puzzles, quizzes, comic strips and stories featuring all of our favourite characters,” Will feels. “As with all our other physical products, it will also have a strong digital focus and will include up to date information on our Roblox game, not to mention downloadable codes redeemable in-game within every issue.”
“The creative is inspirational and a joy to design with,” enthuses Redan Managing Director Anita Cash, “enabling our team to expand the Piñataverse, capturing its essence within our multi-character magazines to delight and amuse fans.
“We’re proud to be working on the standalone magazine which will enable children to meet, join in and have fun with the collectible characters, offering an off-line route into the Piñata Smashlings community.”
Established in 1990 by the late Robert Sutherland, spinning out of his work at Marvel UK, Redan Publishing is the leading independent British publisher for the pre-school magazine sector, the first to introduce magazines to pre-schoolers and their grown-ups.
Now celebrating over 30 years and printing over half a million magazines a month, the company has developed an enviable reputation throughout the industry for being innovative, creative and having a stalwart attitude to producing the highest quality content.
Redan’s award-winning experience and illustrious approach continues to set the standard for children’s publishing in the pre-school sector.
The majority of Redan’s magazines feature popular children’s entertainment characters including Peppa Pig, PAW Patrol, Baby Shark, The Gruffalo, PJ Masks, Ricky Zoom, Bing, My Little Pony, Paddington, Hatchimals, Barbie, Rainbow Magic, Ben & Holly’s Little Kingdom and many more.
Titles range from standalone character titles like Peppa Pig, Hey Duggee and The Adventures of Paddington to the very popular multi-character magazines, Fun To Learn Friends, Fun To Learn Favourites, and Sparkle World. With new launches continually in progress across two distinctive age groups – pre-school and primary children – the Redan portfolio continues to thrive.
• Redan Publishing is online at redan.co.uk | Facebook | Instagram | Twitter
• Check out Piñata Smashlings here on the Toikido web site
• Follow Toikido on Instagram | Twitter
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