Spin Master’s digital game studio, Toca Boca is partnering with Pusheen to introduce new content into Toca Boca World.
Pusheen – which has licensed merchandise in more than 60 countries – will look to bring her ‘cozy and humorous style’ to the game, offering players a new way to engage with both brands.
The collaboration focuses on the concept of ‘No Plots, Just Vibes’, encouraging players to create their own stories without set narratives. Drawing on meme culture and the idea of romanticising the everyday, the content is centred around simple, relatable moments like spending time with pets or relaxing at home – themes that resonate with both Toca Boca and Pusheen’s audiences.
“The collaboration with Pusheen allows us to offer something with a lot of vibes to our players – simple, playful moments that don’t require any complex storytelling,” commented Mathilda Engman, head of creative at Toca Boca. “It’s about letting kids explore creativity in their own way. We’ve taken inspiration from streetwear fashion trends to make it feel urban and relatable to our target audience. Oversized, layered, comfy, fluffy and fun.”
Cate D’Allessandro, director of global licensing at Pusheen, continued: “Pusheen’s playful personality has made her a favorite with fans around the world. This collaboration with Toca Boca brings her unique style into a new interactive format, giving players the freedom to incorporate her into their own stories.”
The collaboration includes the Pusheen Style Pack which features a range of outfits, accessories and hairstyles inspired by Pusheen, allowing players to customise their characters with Pusheen’s cozy, laid-back style.
In addition, a free gift event took place from 21-25 November, offering exclusive Pusheen-themed items such as Pusheen and Stormy as virtual pets along with other surprises, available to claim until 5 January 2025.
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