Toikido Partners with Chuck E. Cheese® on expansive Piñata Smashlings™ Promotional Campaign
Three-Month Collaboration in the U.S. and Canada includes In-Game Integration, In-Store Events, Product Giveaways, Exclusive Activities, and More – Kicking Off in October
London, England, September 12, 2023 – Toikido, the London-based entertainment company on the cutting edge of digital design and toys, is partnering with Chuck E. Cheese®, the world’s number one global family entertainment fun center, to bring an immersive Piñata Smashlings™ experience to young fans, in-game and in-store, that will include the popular entertainment brand’s signature Chuck E. Cheese characters’ first official IP integration on Roblox.
The fully integrated three month-long campaign begins in October and runs until the end of the year at participating Chuck E. Cheese fun centers across the U.S. and Canada. The promotion will feature special events, including product sampling weekends and a chance for fans to design their own Piñata Smashlings character, as well as collect the Chuck E. Cheese characters exclusively within the new Piñata Smashlings Roblox game, developed by Toikido and Supersocial, a U.S.-based developer and publisher of metaverse games and experiences. For further information on the promotion, including key dates and destinations for product sampling and influencer attendance, please visit smashlings.com/news/chuckecheese.
“Chuck E. Cheese is a favorite destination for kids across the U.S. and Canada – and a fantastic partner for Piñata Smashlings,” said Darran Garnham, Founder and CEO of Toikido. “Like Toikido, Chuck E. Cheese is dedicated to providing unique and memorable character-focused entertainment and we look forward to a successful collaboration that will bring Chuck E. Cheese into the Piñataverse and deliver a range of innovative and fun experiences for kids and their families, in-game and in-store.”
“Toikido’s focus and emphasis on operating at ‘the speed of culture’ makes them an ideal partner for us as our global media, licensing and entertainment division grows, and is taking our iconic IP and characters to new dimensions,” said Melissa Mcleanas, VP of Global Licensing, Media and Branded Entertainment Development of Chuck E. Cheese. “The expansive digital universe of Piñata Smashlings paired with the global scale of our fun centers creates the perfect platform to entertain kids and families everywhere.”
The new collaboration will enable players of the Piñata Smashlings Roblox game worldwide to engage digitally with the Chuck E. Cheese characters as Smashlings in game, and in their first appearance in the metaverse. The partnership also encompasses a range of physical in-store activities, in-store digital signage, prizes, and two product sampling weekends across participating Chuck E. Cheese locations over October 21 and 22 and November 11 and 12. Guests in Los Angeles at a Chuck E. Cheese fun center to be revealed soon will be delighted with a special appearance by social media sensation Sean Does Magic, who has also recently entered the Piñata Smashlingsworld with his ownSmashlingscharacter. Chuck E. Cheese will give away 100,000 new Piñata Smashlingsblind bags from master toy partner P.M.I. Toy World during the first weekend and 200,000 new Piñata Smashlings trading cards, featuring Chuck E. Cheese characters as Smashlings from the brand’s newest licensee, Panini, throughout the second.
Other highlights of the Chuck E. Cheese partnership include:
- Turning six popular Chuck E. Cheese characters – Chuck E. Cheese, Pasqually, Mr. Munch, Jasper T. Jowels, Helen Henry, and Bella B. – into Smashlings characters. Players collect them all to unlock a dedicated Chuck E. Cheese-branded area within the game.
- A “Design Your Own Piñata Smashlings” competition – with one grand prize winner’s Smashling to be placed in the game for players worldwide to collect.
- A “golden ticket” promotion that rewards kids who receive the Piñata Smashlingstrading card of a special gold Chuck E. Cheese with a birthday party and an exclusive Piñata Smashlings prize package.
In addition, the family entertainment center will showcase Piñata Smashlings video content on its in-store CEC Media Network, a closed-circuit TV network with over 5,000 screens in all fun centers in the U.S., as well as digital channels and promotional signage, among other elements.
For further information on the promotion, including key dates and destinations for product sampling and influencer attendance, please visit smashlings.com/news/chuckecheese.
About Piñata Smashlings
Piñata Smashlings are the inhabitants of the Piñataverse, a world of unimaginable wonders where anything is possible. There are hundreds of these cheeky little characters, who 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!
About Chuck E. Cheese
Chuck E. Cheese is the place where half a million happy birthdays are celebrated every year with a mission to create positive, lifelong memories for families through fun, food, and play. It’s the place Where A Kid Can Be A Kid® with a commitment to providing a fun, safe environment, and helping to protect families through industry-leading programs such as Kid Check®. As a strong advocate for its local communities, Chuck E. Cheese has donated more than $20 million to schools through its fundraising programs. The Company and its franchisees operate a system of nearly 600 Chuck E. Cheese fun centers, with locations in 47 states and 19 foreign countries and territories. For more information visit chuckecheese.com or follow us on social media.
About Supersocial
Supersocial is a developer and publisher of games and experiences for metaverse platforms. The company builds and operates cutting-edge virtual worlds on Roblox and Fortnite with insanely engaging gameplay and a superior user experience. Our mission is to create and empower digital communities to play, explore, socialize, and meaningfully express themselves. In the past six months, the Supersocial team has grown rapidly with top industry talent joining the organization from companies such as Nintendo, EA, Ubisoft, Epic Games and others. Supersocial’s remote-native workplace enables talent from all over the world to seamlessly collaborate and create, combining hundreds of years of expertise in Roblox and the broader games industry to create authentic experiences designed to surprise and delight. For more information, follow Supersocial on Twitter and LinkedIn.
Supersocial was founded in 2020 by repeat entrepreneurs, Yonatan Raz-Fridman and Pedro Romi alongside creative and marketing leaders, Tatiana Wlasek and Luiza Justus.
About Toikido
Toikido Ltd is a new KIND of entertainment company that sets itself apart. An innovative, fun, and fast- paced studio which has become renowned for growing global audiences through the creation of captivating toys for emerging digital brands. With a global reach, Toikido offers an ecosystem across licensing, gaming, music, marketing, and entertainment and is dedicated to developing its own exceptional intellectual properties (IP) across all entertainment genres. Piñata Smashlings™ is Toikido’s first internally-developed IP and set to become one of the most exciting children’s brands, with the launch of a Roblox game, a range of toys, including collectables, action figures, plush and playsets, an official collectors guide and magazine, and an animated series to bring the Piñataverse to life.
Toikido was founded by serial entrepreneur Darran Garnham in 2020.
Press contacts:
Grand Communications, Inc. (for Toikido)
Alison Grand, 212-584-1133, [email protected]
Laura Liebeck, 845-440-7974, [email protected]
Alejandra Brady, 972-504-1320, [email protected] (Chuck E. Cheese)
Gillian Sheldon, 213-718-3880, [email protected] (for Supersocial)