Toikido partners with a new licensing agent

IMG has been brought in to expand the Piñata Smashlings IP, which is also moving into magazines with licensee Redan Publishing.
May 10, 2023

Toikido is growing its Piñata Smashlings IP with new licensing representation and a magazine deal.

The London-based toyco has appointed New York’s IMG as the licensing agent for its growing Smashlings brand in Europe, the Middle East, Asia, Africa and Latin America. An existing consumer products program already includes apparel, collectible figures and plush toys, and IMG will suss out new licensing opportunities for the IP, which revolves around tiny, playful creatures called Smashlings who face off against the evil Meañatas. 

Toikido founder and CEO Darran Garnham has been building out the brand himself until now, and his latest deal is with the UK’s Redan Publishing, which produces educational magazines for children. 

Redan started featuring the Smashling characters in its Sparkle World magazine last month, and they will also appear in Skoodle—which focuses on comics and activities—from July on. As part of the deal, Redan will also launch a standalone magazine featuring the Smashlings in spring 2024 that will keep kids updated about the Roblox game. All three publishing titles will be available in supermarkets across the UK and Ireland, as well as through Redan’s website

Toikido also recently inked a deal with Nelvana to develop an animated Smashlings series, and the toyco is gearing up to launch a Smashlings Roblox game in June and a toy line with PMI later this year.

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