November 22, 2023


Piñata Smashlings image
Piñata Smashlings Key Art Image


LONDON: Global toy and gaming studio Toikido has joined forces with Sambro International to roll out its latest Piñata Smashlings collectables and toys collection.

Under the new three-year partnership, which was facilitated by Toikido’s licensing representative IMG, Sambro will deliver an extensive range of arts & crafts, stationery, bags, and novelty toys. The products, priced between £1.99 and £8.99, will be widely available across EMEA territories.

The new range will reflect the core brand DNA of the Smashlings universe and aim to excite children with hidden characters. Some of the key compound products include the Surprise Sand Eggs, Great Tree Crystal Growing Kit, Slurping Smashling, and Bash Sand Eggs, Squelchum.

Sambro are also developing a range of stationery backpacks shaped like popular Smashlings characters and filled with a variety of collectable stationery products. Additionally, the toy supplier will also deliver an exclusive range of Smashlings Piñata Puzzle Palz™, its IP range of collectable puzzle erasers, giving children a chance to build, play and erase while collecting their favourite characters.

With unrivalled expertise in the licensed arts & crafts and collectable novelty toy sector for more than 25 years, Sambro has longstanding relationships with many top licensors, including Disney, Hasbro, Paramount, Mattel, and now Toikido.

Developed by Toikido, Piñata Smashlings has become one of 2023’s most exciting children’s brands, with a unique and exciting Roblox game, a series of animated shorts, music, and a suite of toys, collectables, plush and playsets, all launching this year.

The success of Piñataverse comes from integrating digital gaming with physical play, enabling players to collect Smashlings characters both on and off-screen in the ever-growing world of the Piñataverse.

Will Ochoa, Chief Commercial Officer at Toikido, said: “Our studio’s success has been built on great ideas and talented partners who can bring them to life, which is why we’re so thrilled to be working with Sambro, a company internationally renowned for its award-winning licensed merchandise, and ability to make it accessible in stores globally.”

“Since its release, Piñata Smashlings is building a global fanbase and is generating much interest in the media, as well as across toy, retail and gaming industries. Today’s announcement will further build on this, and we can’t wait to see how fans of our loveable IP react to all the great products that Sambro have in store for them over the next three years.

Clare Rix, Brand and Licensing Director at Sambro, added: “The team at IMG and Toikido have been brilliant to work with in getting this deal across the line and I can’t wait to see our product launch alongside the master toys ranges.”

“We are excited to start working on the franchise and see where team Toikido takes Smashlings, and programming and marketing support is huge!”

Established in 2020, Toikido quickly gained recognition as an innovative, fun and fast-paced studio renowned for growing global audiences by creating captivating toys for emerging digital brands.

For more information on Sambro International visit and for Toikido visit


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Notes to editors

About Sambro

Sambro was established in 1996, initially as a Clearance House across multiple categories selling to UK retailers, with licensed products becoming a significant part of this business

In 2006 the business pivoted to become a licensed toy supplier and became an influential partner for brand owners who were seeking access to the wider UK retail sector. The business quickly developed niche specialities in novelty toys, bags, accessories, stationery and arts and crafts product

The long-standing, multi-layered and embedded licensor relationships that the business has with iconic global brands such as Disney, Marvel, Nickelodeon, Hasbro and Mattel.

The trusted and strategic nature of the partnerships that the business enjoys with retailers in the UK and across the EU and the growing European platform

The core competence of developing products for the value channel, alongside e-commerce, the fastest growing area of retail across Europe

The market-leading capabilities for in-house design of own-brand and licensed toys, Arts and crafts, stationery, plush, bags and accessories

The long-standing relationships with multiple, quality product manufacturers

The scalability of the platform to support future growth

The motivated, committed, talented and experienced employee group and leadership team.

About Toikido

Toikido Ltd is a new KIND of entertainment company that sets itself apart. An innovative, fun and fast-paced studio which has become renowned for growing global audiences through the creation of captivating toys for emerging digital brands. 

With a global reach, Toikido offers an ecosystem across, licensing, gaming, music, marketing and entertainment and is dedicated to developing its own exceptional intellectual properties (IP) across all entertainment genres. Piñata Smashlings™ is Toikido’s first internally developed IP and set to become one of the most exciting children’s brands, with the launch of a Roblox game, a range of toys, including collectables, action figures, plush and playsets, an official collectors guide and magazine and an animated series to bring the Pinataverse to life.  

Toikido was founded by serial entrepreneur Darran Garnham in 2020.

About IMG

IMG is a global sports, events and representation company. It is a leader in rights management, multi-channel content production and distribution, consultancy and fan engagement; owns, produces and commercially represents hundreds of live events and experiences; and manages licensing programs for the world’s best-known brands and trademarks. IMG is a subsidiary of Endeavor, a global sports and entertainment company.

Georgia Dunn