Toikido Partners with Chuck E. Cheese to Introduce ‘Piñata Smashlings’ Campaign

Toikido has partnered with Chuck E. Cheese to bring an immersive Piñata Smashlings experience to young fans, in-game and in-store.

The three-month campaign begins in October and runs until the end of the year at participating Chuck E. Cheese fun centers across the U.S. and Canada. The promotion will feature special events, including sampling weekends and a chance for fans to design their own Piñata Smashlings character. Kids can also collect Chuck E. Cheese characters exclusively within the new Piñata Smashlings Roblox game, developed by Toikido and Supersocial, a U.S.-based developer and publisher of metaverse games and experiences.

“Chuck E. Cheese is a favorite destination for kids across the U.S. and Canada – and a fantastic partner for Piñata Smashlings,” says Darran Garnham, Founder and CEO of Toikido. “Like Toikido, Chuck E. Cheese is dedicated to providing unique and memorable character-focused entertainment and we look forward to a successful collaboration that will bring Chuck E. Cheese into the Piñataverse and deliver a range of innovative and fun experiences for kids and their families, in-game and in-store.”

The partnership includes in-store activities, prizes, two product sampling weekends, and more across participating Chuck E. Cheese locations. | Source: Toikido

The new collaboration will enable players of Piñata Smashlings worldwide to engage digitally with Chuck E. Cheese characters as Smashlings in-game, which will be their first appearance in the metaverse. The partnership also includes physical in-store activities, in-store digital signage, prizes, and two product sampling weekends across participating Chuck E. Cheese locations Oct. 21-22 and Nov. 11-12. 

“Toikido’s focus and emphasis on operating at ‘the speed of culture’ makes them an ideal partner for us as our global media, licensing and entertainment division grows, and is taking our iconic (intellectual property) IP and characters to new dimensions,” says Melissa Mcleanas, Vice President of Global Licensing, Media and Branded Entertainment Development of Chuck E. Cheese. “The expansive digital universe of Piñata Smashlings paired with the global scale of our fun centers creates the perfect platform to entertain kids and families everywhere.”

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Guests in Los Angeles at a Chuck E. Cheese fun center to be revealed soon will receive a special guest appearance by social media sensation Sean Does Magic, who also recently entered the Piñata Smashlings world with his own Smashlings character. Chuck E. Cheese will give away 100,000 new Piñata Smashlings mystery bags from toy partner PMI Kids’ World during the first weekend and 200,000 new Piñata Smashlings trading cards, featuring Chuck E. Cheese characters as Smashlings from Panini, throughout the second weekend.

Popular Chuck E. Cheese characters will be turned into Smashlings characters. Players collect all six to unlock a dedicated Chuck E. Cheese-branded area within the game. There is also a “Design Your Own Piñata Smashlings” competition with one grand prize winner’s Smashling to be placed in the game for players worldwide to collect. Lastly, a “golden ticket” promotion will reward kids who receive the Piñata Smashlings trading card of a special gold Chuck E. Cheese with a birthday party and an exclusive Piñata Smashlings prize package.


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