Toikido, is thrilled to be teaming up with UEFA to bring the excitement of UEFA Euro 2024™ to its popular Roblox game, Piñata Smashlings™.
The collaboration introduces official mascot Albärt and the Euro 2024 Football Island to the incredible world of Piñata Smashlings™ as a special event from May 15th through to July 14th, offering an immersive stadium experience filled with football-themed games, piñatas, treasures and the chance to level up and earn in-game currency.
Piñata Smashlings™ is fully embracing the buzz surrounding Euro 2024 and aims to support UEFA in its mission to inspire young audiences to emulate their tournament heroes and live a physically active lifestyle.
UEFA’s EURO 2024 Make Moves initiative fronted by Albärt and Germany star Jamal Musiala is currently rolling out across thousands of schools and clubs across Europe. The addition of the game integration into Piñata Smashlings™ ensures the tournament reaches and inspires young audiences in both their real and virtual playgrounds.
Players on EURO 2024 Football Island will stay connected to the highly anticipated tournament via in-game digital screens, which will display live Euro 2024 match scores, enhancing the connection between virtual and physical play. The fan zone within the game will provide a space for players to celebrate their favourite teams and tournament moments.
Furthermore, fans who purchase the official Albärt plush will also be able to unlock exclusive digital rewards in-game, including a unique Albärt Smashling.
Adding to the immersive experience, adidas will feature a digital pop-up store and sponsor mini games themed around its iconic adidas Predator, F50 and Copa football boots within the game. These integrations offer unique gameplay experiences and opportunities for user-generated content, blending the Piñata Smashlings™ Euro 2024 experience and adidas’ own Roblox presence.
Guy-Laurent Epstein, Marketing Director at UEFA, said: “Euro 2024 has the potential to inspire millions of girls and boys to play football and live healthy and active lifestyles, so it is important for us to take the tournament to the platforms and spaces they already occupy.
"Together with Toikido and Piñata Smashlings we have created a captivating football experience that bridges the virtual and the physical which we hope will attract young audiences to our sport.”
Darran Garnham, CEO of Toikido, added: ‘We’re ecstatic to bring the spirit of Euro 2024 into the vibrant world of Piñata Smashlings. This partnership not only introduces our players to the thrilling world of football, but also marks a significant milestone in blending digital entertainment with real-world sporting events. It’s about creating memorable experiences that resonate with our audience, and with Albärt leading the way, we’re excited to see fans come together to celebrate their love for the game.’
ENDS
Note to editors
UEFA, via its master licensee Fanatics, appointed Toikido to develop the UEFA EURO 2024 official mascot and the integration within the Pinata Smashlings game is part of UEFA’s wider marketing strategy for the tournament.
About Toikido
Toikido Ltd is a new KIND of entertainment company that sets itself apart. A fun and fast-paced studio, Toikido is internationally renowned for its imagination and ingenuity thanks to the ability of its team to create captivating toys for emerging digital brands. With a global reach, Toikido is dedicated to developing its own exceptional intellectual properties (IP) across all entertainment genres, and offers an ecosystem across licensing, gaming, music, marketing, and entertainment.
Toikido's first internally developed IP, Piñata Smashlings™, has swiftly become one of the most exciting and internationally recognised, children's brands. It will soon feature in an exciting new 2D-animated children's series courtesy of leading animation studio Nelvana, as well as a range of books by famed publishing house, Ladybird Books. Toikido second IP, animation series, PeaKeeBoo, is set to launch on YouTube later this year and will be accompanied by a fun packed video game adaptation for iOS and Android, as well as plush, clothing and books.
Toikido was founded by serial entrepreneur Darran Garnham in 2020