Ladybird signs Piñata Smashlings publishing deal

Published on: 7th February 2023

Ladybird has announced is has acquired the licence from Toikido to publish the first Piñata Smashlings book: Smashlings Collector’s Guide.

The three-year licence covers world rights and all languages and the first book, Smashlings Collector’s Guide, is due to be published in November 2023.

The first IP created solely inhouse by Toikido, Piñata Smashlings is set to take the gaming and toy sector by storm, with a unique and exciting Roblox game in production, and a series of animated shorts, music, suite of toys, collectibles, trading cards, plush and play sets all scheduled for release this summer.

Underpinned by a deep character-driven story which will be integrated into the first Piñata Smashlings book, the Piñataverse is home to hundreds of playful characters, including Smashlings; cheeky little creatures and playful Piñatas, who love to have fun and are always on the lookout for new Smashling arrivals.

Leanne Gill, Publishing director at Ladybird, said: “It’s rare we see a brand that so instantly captures the imaginations of everyone across the business, so we couldn’t be more excited to be joining Toikido on this smashing new adventure into the Piñataverse, starting with our Collector’s Guide to the Piñata Smashlings just in time for Christmas this year.”

Jouda Fahari-Edine, head of International Rights, Penguin Random House Children’s, added: “We are proud and excited to unveil the Piñataverse to our international partners at the upcoming Bologna Bookfair. Piñata Smashlings has all the makings of an international success: playful and engaging collectible characters rooted in a colourful and carefully crafted universe, with endless combinations and possibilities.”

Established in 2020, Toikido is quickly gaining recognition within the kid’s entertainment industry, with its growing team and founder, Darran Garnham, renowned for the creative magic behind global success, Moshi Monster.

Discussing this latest licensing agreement, Darran commented: “Piñata Smashlings is an exciting and immersive IP that will provide children with the opportunity to truly connect online play with the offline toy. The new Piñata Smashlings Collector’s Guide is an excellent example of this and will play a fundamental role in encouraging children to continue to engage with Smashlings off screen. We are delighted to be working with such a reputable brand as Ladybird and look forward to delivering the first Smashlings book to children across the globe this autumn.”


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