Toikido, the London-based entertainment company, is partnering with Chuck E. Cheese, the world’s number one global family entertainment fun centre, to bring an immersive Piñata Smashlings experience to young fans.
Chuck E. Cheese will bring Piñata Smashlings to its stores and the collaboration also crosses over to in-game experiences, which 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 centres across the US 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. For further information on the promotion, including key dates and destinations for product sampling and influencer attendance, visit smashlings.com/news/chuckecheese.
“Chuck E. Cheese is a favorite destination for kids across the US 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.”
Melissa Mcleanas, VP of Global Licensing, Media and Branded Entertainment Development of Chuck E. Cheese, commented: “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. The expansive digital universe of Piñata Smashlings paired with the global scale of our fun centres 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 21st and 22nd of October and 11th and 12th of November. Guests in Los Angeles at a Chuck E. Cheese fun centre 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 Smashlings world with his own Smashlings character. Chuck E. Cheese will give away 100,000 new Piñata Smashlings blind 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.
For further information on the promotion, including key dates and destinations for product sampling and influencer attendance, please visit smashlings.com/news/chuckecheese.
