Toikido Teams Up with UEFA for Euro 2024™ in Piñata Smashlings™ Roblox Game

Gaming Staff • May 20, 2024

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Toikido has partnered with UEFA to bring the excitement of UEFA Euro 2024 to the Roblox game, Piñata Smashlings™. The collaboration introduces the official mascot Albärt and the Euro 2024 Football Island, offering an immersive stadium experience with football-themed games, piñatas, treasures, and the chance to level up and earn in-game currency. The partnership aims to support UEFA's mission to inspire young audiences to emulate their tournament heroes and live an active lifestyle.

The 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 integration of the game into Piñata Smashlings™ ensures the tournament reaches and inspires young audiences in both their real and virtual playgrounds. Players can stay connected to the tournament via in-game digital screens that display live Euro 2024 match scores.

Fans who purchase the official Albärt plush can unlock exclusive digital rewards in-game, including a unique Albärt Smashling. Adidas will feature a digital pop-up store and sponsor mini-games themed around its iconic football boots within the game, offering unique gameplay experiences and opportunities for user-generated content.

Guy-Laurent Epstein, Marketing Director at UEFA, said the partnership with Toikido and Piñata Smashlings™ creates a captivating football experience that bridges the virtual and the physical, attracting young audiences to the sport. Darran Garnham, CEO of Toikido, added that the partnership not only introduces players to the thrilling world of football but also blends digital entertainment with real-world sporting events.

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. Toikido is an entertainment company that creates captivating toys for emerging digital brands and develops its own exceptional intellectual properties across all entertainment genres.

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