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Toikido Names ‘Sean Does Magic’ Brand Ambassador for Piñata Smashlings

Toikido Names ‘Sean Does Magic’ Brand Ambassador for Piñata Smashlings

Toikido has named the internet’s most followed magician, mega influencer Sean Sotaridona, aka “Sean Does Magic,“ global brand ambassador for its buzzed-about new in-house IP, Piñata Smashlings. Sean Does Magic’s animated character officially enters the Piñata Smashlings Roblox game today as its newest Smashlings character.

Having first discovered his love for magic at the age of 6 by watching YouTube videos, Sean Does Magic has since become renowned for performing card tricks and other illusions, cultivating an online community of over 30 million followers, captivated by his kind, generous, and inspiring personality and unique storytelling capability.

Set to become one of the most exciting brands to launch this year, Piñata Smashlings, successfully integrates digital gaming with physical play by enabling players to collect Smashlings, cheeky little characters, as they explore the ever-growing world of the Piñataverse. The new Piñata Smashlings Roblox game – developed by Toikido and Supersocial, U.S.-based developer and publisher of metaverse games and experiences – will be followed by the launch of an animated series as well as a product line, including toys, collectibles, apparel, and books, making it the first Roblox gaming IP to debut physical products at retail in the same launch window as the initial game.

Through this unique influencer partnership that enables active involvement in IP development, Sean Does Magic has been transformed into a Smashlings character for players of the Roblox game to find and collect to unlock special benefits and rewards. He will also be featured in a Piñata Smashlings animated short, slated to premiere in October. 

“In developing the Piñata Smashlings IP, we have worked hard to create both the Roblox game and product range simultaneously to enrich fan engagement and truly connect the online digital universe with the off-line physical world,” said Darran Garnham, Founder and CEO of Toikido. “By working collaboratively with Sean Does Magic, we are bringing a whole new dimension to the influencer/brand relationship. Together, we have the exciting opportunity to promote Piñata Smashlings to his global audience from within the Roblox game as well as through animation, toys, and other brand extensions to come.”

“I am super excited to form this partnership with Toikido. Not only does it enable me to support a new and exciting brand in Piñata Smashlings, but being actively involved in the IP and development of the game is truly a unique opportunity,” said Sotaridona. “I have no doubt that my audience will love following this journey and I look forward to engaging with them in digital form very soon in the Piñataverse.”

Established in 2020, Toikido is quickly gaining recognition as an innovative, fun, and fast-paced studio, renowned for growing global audiences through the creation of captivating toys for emerging digital brands. 

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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