Toikido, the London-based entertainment company, is set to introduce its first offerings for Piñata Smashlings in the US.
First to market in the North American market will be toys, plush and playsets from PMI, arriving across the mass market, including Walmart, Toys R Us, Amazon and other retailers, in October 2023. These items will be followed by fashion, home and crafts collections from Centric Brands, Inkology, Isaac Morris and Jay Franco next spring. Toikido will showcase the Piñata Smashlings brand at the Licensing Expo next week in Las Vegas – at the Retail Monster stand: Booth R224.
“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,” said 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.”
Omer Dekel, COO of PMI, commented: “We are always on the lookout for the hottest brands for kids, and Piñata Smashlings is it. This property is a perfect fit for us, and in working together with Toikido, we know Piñata Smashlings will be one of the coolest toy lines on the market.”
Michael Connolly, founder and CEO, Retail Monster, the US agent for the brand, added: “Piñata Smashlings is a uniquely creative and fun property that kids immediately understand and enthusiastically embrace. 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.”
Toikido’s newly-named North American managing director, Darryl Lai, is working alongside Retail Monster on building and managing Piñata Smashlings’ growing portfolio.
The new Piñata Smashlings product rolling out to retail include:
- Centric Brands – Sleepwear, socks and beauty
- Isaac Morris – Apparel, including tops, bottoms, sets, outerwear/hoodies, and swimwear.
- Inkology – Stationery and activity sets
- Jay Franco & Son – Bedding, storage & home decor, bath, beach and travel
Also on the way is a family-friendly Piñata Smashlings Roblox multiplayer game, geared to kids from age 9-12. Some of the new toys will have interactive features that connect the physical toy with online play.
In the UK, Toikido 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, including Among Us and Gang Beasts, to toy and apparel retailers around the world.
