IMG to helm consumer products push for Toikido’s Piñata Smashlings

Toikido has appointed IMG as its exclusive licensing representative in key territories including Europe, Middle East, Asia, Africa and Latin America.

Under the new agreement, IMG will develop a diverse portfolio of products and experiences for Toikido’s first-ever in-house IP, Piñata Smashlings.

Launching this June with a Roblox video game, Piñata Smashlings features 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.

“The Toikido team is chuffed to have such a strong and experienced licensing partner on board for the launch of Piñata Smashlings,” said Darran Garnham, Founder and CEO of Toikido.

“IMG’s reputation speaks for itself and has been built on their consistent performance, expertise, and international reach. Most importantly though, they share the same passion for the Piñata Smashlings IP as we do and we’re confident that working together, children and adults across the world will be able to experience the magic, wonder and fun of the Piñataverse!”

Adam Steel, Senior Director of Licensing at IMG, added: “We are delighted to welcome Darran and the whole Toikido family to IMG. With a Roblox video game, an animated series and a range of consumer products already locked in before its official launch, Piñata Smashlings is on track to become the next blockbuster gaming and children’s brand.

“We look forward to combining Toikido’s unparalleled industry expertise with our specialist knowledge of the entertainment and gaming landscape across our global network to bring the Piñataverse to fans around the world.”