PhatMojo and Roy & Charcle are joining forces to develop a new line of toys inspired by the Rainbow Friends video game. Along with the upcoming line, which releases this spring, their partnership also brings consumer product licensing and retail development to the Rainbow Friends brand.
Since it launched as Roblox’s newest horror mystery experience last June, Rainbow Friends’ monster-filled adventure has been played in more than 180 countries. Just months after the game’s first chapter was released, the multiplayer game has already amassed 1 billion plays. Consistent content from its loyal community of fans on Youtube has given Rainbow Friends its spot as one of the most buzzed-about games of the year.
The upcoming toy line will include plushies, action figures, collectibles, and playsets. Roy & Charcle and PhatMojo will be giving fans in the UK a first look at the new line at the London Toy Fair this week. They’ll also be showing off their new products at the Spielwarenmesse international trade fair in Nuremberg, Germany next week. The new line will come just in time for Rainbow Friends’ anticipated newest chapters, which are set to release later this year.
Los Angeles-based PhatMojo specializes in toy management, brand management, game publishing, and e-commerce. They’ve created a similar toy line for the 2020 Roblox horror game PIGGY. In 2018, the company published the mobile game Bendy In Nightmare Run in partnership with developers Joey Drew Studios and Kindly Beast.
