By Allison Watkinson
TLL Reporter
Toikido has signed a licensing deal with Redan Publishing for the company’s Piñata Smashlings brand.
Redan Publishing Ltd is an independent, UK-based publisher of character-led children’s magazines. The new licensing partnership will include regular Piñata Smashlings features in several of Redan’s multi-character children’s magazines.
“We’re absolutely delighted to be chosen as the magazine partner for Piñata Smashlings,” said Redan managing director, Julie Jones. “From when we were first presented with this up-and-coming IP, we could see huge potential and immediately fell in love with the artwork, backstory, and general vibrancy of the property.
“The enthusiasm and positivity of the team at Toikido is infectious and we are thrilled to be working with them to develop a magazine strategy that aims to propel Piñata Smashlings to the top of the children’s magazine category.”
The Piñata Smashlings content is intended to support the brand’s upcoming Roblox game and the licensed toy lines from PMI that are expected to launch later this year. It will also serve to promote the launch of a standalone Piñata Smashlings magazine in Spring 2024.
“Magazines play a crucial role in helping children connect with their favourite brands, and we’re thrilled to be working with Redan who are renowned for their high-quality and entertaining content,” said Toikido CCO, Will Ochoa.
“With Redan’s expertise and wealth of experience, we’re confident they’ll bring our deep character-driven story to life in a whole new way. The Piñata Smashlings magazine is a key part of our product strategy, helping us to build a global and much-loved IP. The magazine will feature fantastic activities, including puzzles, quizzes, comic strips and stories featuring all of our favourite characters,” added Ochoa.
“As with all our other physical products, the magazine will also have a strong digital focus and will include up to date information on our Roblox game, not to mention downloadable codes redeemable in-game within every issue.”
Licensed Piñata Smashlings content is currently appearing in Redan’s Sparkle World character compilation magazine. The brand will be added to additional Redan magazines in the future.
Toikido Ltd is a global entertainment company that offers content and products for both licensed and internally developed digital IP. The company develops branded toys, games, music, marketing strategies, animations, and more.
The Piñata Smashlings children’s franchise is the first internally developed IP that Toikido has released.
Toikido Grants Book License for Piñata Smashlings to Ladybird