By Allison Watkinson
TLL Reporter
Gamefam and Spin Master have launched a licensed Hatchimals brand activation within the Twilight Daycare Roblox experience.
The licensed in-game experience kicked off on September 14 within Gamefam’s Twilight Daycare social role-playing game with a giant Hatchimals egg appearing in the daycare.
The Hatchimals egg features a timer that counts down to the official in-game Hatch Day event that is scheduled to launch on October 4.
“This holiday season, a new generation will discover Hatchimals through the brand’s first integrated experience on Roblox,” said Gamefam CBO, Ricardo Briceno. “As pioneers of using unboxing to build community in 2016, we’re partnering with Spin Master to reconnect with Hatchimals fans and attract new ones where today’s youth engage—on Roblox. Hatch Day offers the perfect opportunity to build community and drive relevance for this popular toy line with its key audience.”
For the Hatch Day event, Twilight Daycare players can participate in a variety of Hatchimal-themed quests to unlock in-game rewards, outfits and user-generated creations.
Players will also be prompted to take a personality quiz to receive one of four eggs in their inventory that will hatch into an officially licensed Hatchimals pet.
This Hatch Day integration is part of Gamefam’s long-standing partnership with Spin Master.
The companies have previously worked together on a range of collaborative projects including bringing Monster Jam to Car Dealership Tycoon, premiering the Unicorn Academy movie within Twilight Daycare and creating a Bakugan Brawl Simulator on Roblox.
“Since breaking through eight years ago with an innovative approach to toy unboxing, we’ve continued to look for ways to expand the beloved toy line into new horizons,” said Spin Master VP, Tammy Smitham. “We’re excited to work again with Gamefam to bring the magic of Hatchimals to a new generation of kids in a fun and innovative way on Roblox.”
The Hatchimals activation within Twilight Daycare is available to play for free on Roblox on gaming consoles, PCs, mobile devices and tablets.
Established in 2019, Gamefam is a game developer that focuses on delivering a wide selection of metaverse games, interactive experiences, campaigns and more for online social platforms like Roblox and Fortnite.
In addition to Spin Master, the Gamefam company has worked with high-profile IP partners such as Paramount, Netflix, Mattel, Sony, Sega, Samsung, Crunchyroll and more.