London-based Toikido is set to unveil its first products for Piñata Smashlings in September.
The first offerings to hit the market in the U.S. will be toys, plush, and playsets from PMI Kids’ World, arriving in Walmart, Toys “R” Us, Amazon, and other retailers in October. These items will be followed by fashion, home, and craft collections from Centric Brands, Inkology, Issac Morris, and Jay Franco next spring.
“In collaboration with our friends at Retail Monster, we’ve assembled a core group of top-notch licensing partners that will help us build the Piñata Smashlings brand into an exciting and imagination-filled experience for children everywhere,” says Darran Garnham, Founder and CEO of Toikido. “Our partners are strategic thinkers who are taking a long-range view of the property and committed to developing it into a premiere brand for generations to come.”
Toikido’s newly-named North American Managing Director Darryl Lai is working alongside Retail Monster on building and managing Piñata Smashlings’ growing portfolio.
Some of the new products include: sleepwear, socks, and beauty from Centric Brands; tops, bottoms, sets, outerwear/hoodies, and swimwear from Isaac Morris Limited; stationery and activity sets from Inkology LLC; and bedding, storage, home decor, bath, beach, and travel from Jay Franco & Son.
“Piñata Smashlings is a uniquely creative and fun property that kids immediately ‘get’ and enthusiastically embrace,” says Michael Connolly, Founder and CEO of Retail Monster, the U.S. agent for the brand. “We’ve known Darran and his team for many years and are so happy to be working with them on this incredible project. We expect to make additional partnership announcements very soon.”
Also on the way is a family-friendly Piñata Smashlings Roblox multiplayer game, geared to kids ages 9-12. Some of the new toys will have interactive features that connect the physical toy with online play.
In the UK, Toikido also recently announced a partnership with Character World Brands, a home and lifestyle products manufacturer, for a wide range of Piñata Smashlings bedding, towels, blankets, and cushions for kids that will start rolling out to retailers in spring 2024.
In addition to Piñata Smashlings, Toikido has introduced a number of successful gaming properties, such as Among Us and Gang Beasts, to toy and apparel retailers around the world.
Toikido will showcase the Piñata Smashlings brand at Licensing Expo Booth No. R224.
The Toy Book and sister publication The Pop Insider will also be in attendance at Licensing Expo. Stop by Booth No. N249 to meet the team and grab a 2023 Licensing & Entertainment Issue of The Toy Book and our spring issue of The Pop Insider.
To register to attend Licensing Expo 2023 for free, visit www.licensingexpo.com.
