Supersocial and Toikido will launch Piñata Smashlings toy world in Roblox
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Supersocial announced it has teamed up with toy maker Toikido to launch a Roblox world based on Toikido’s Piñata Smashlings toys.
The partnership introduces the first-ever toy line to hit the market with an accompanying metaverse experience, said Yonatan Raz-Fridman, CEO of Supersocial, in an interview with GamesBeat.
In 2023, entertainment company Toikido expects to launch a new toy line dubbed Piñata Smashlings. And it will have an accompanying world on the Roblox platform to be developed by Supersocial, based in Columbus, Ohio.
“We have partnered together to build the game world on Roblox, and it will be launched at the same time as the toys and that’s a big part of what’s unique here,” said Raz-Fridman. “It’s never really been done before.”
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Toikido’s founders including CEO Darran Garnham have a history in the entertainment industry. The company is working with Skydance Animation, Netflix, Roblox, Topps, Innersloth, Boneloaf, and VaynderMedia. That’s why Supersocial has teamed up with them, Raz-Fridman said. Garnham said internet personality Gary Vaynerchuk invested in Toikido and is helping the company.
“We have merchandise rights for some big games, including Among Us,” Garnham said. “This will be our first owned intellectual property launch. As a dad of three kids, it will be nice to make some money back from the platform I’ve invested so much in as a dad.”
Roblox indeed has a lock on kids and
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