Toikido has partnered with Malaysian animation studio Lil Critter Workshop to develop an animated universe around its emerging web3 kids brand Bad Egg Co.

To kick things off, Lil Critter is producing 60 minutes of 2D-animated content featuring Bad Egg’s 1,000-plus egg-inspired characters, in a mix of three-minute sketches and 30-second shorts that should be ready to drop on YouTube next year. After that initial rollout, this content will move onto TikTok, Instagram, Facebook Watch and more social media platforms to reach more viewers. 

Toikido CEO Darran Garnham says Lil Critter is the ideal partner for this project, given the studio’s pedigree in producing strong character-led comedies for kids (My Little Pony: Tell Your Tale, Emojitown, LK School Daze and Buck & Buddy). 

Bad Egg Co. launched last June as a collection of 1,500 NFTs, which Toikido says sold out within minutes of launching on the OpenSea platform. In the past year, Garnham has made significant moves to expand the property from its digital roots into consumer products, signing Eolo Toys as the IP’s global master toy partner earlier this week and tapping Panini America last year to manage trading cards. 

The yolked-up IP is the second Toikido web3 property to bridge digital, consumer products and entertainment, following the launch of its Roblox-first gaming franchise Piñata Smashlings in 2023. Piñata has racked up more than 4.6 million plays to date, as well as brand crossovers with Chuck E. Cheese, Care Bears and The Elf on the Shelf.