62
INTERVIEW
SPIN MASTER
Toca Boca: Engaging Fans from Virtual to Real Life LM met Maryellen Zarakas, SVP of Global Consumer Products & Franchise Development at Spin Master, to learn more about the licensing plans for award-winning tween mobile game, Toca Boca, which makes its debut at BLE. What are Toca Boca’s licensing strategy and primary targets in Consumer Products Development? Toca Boca starts with a strong base—62 million monthly players worldwide—
Maryellen Zarakas
where tweens explore their individuality and express themselves through play in a safe, supportive digital space. Now, we’re extending that fandom beyond the screen, turning our digital universe into a lifestyle brand that tweens can connect with in the real world. What truly sets us apart is our audience – broad, diverse, and built on the trust we’ve earned with them. Since creating this category in 2011, our experience has made us experts on our community: offering them a safe space to explore identity, try new things, tell their stories, and express themselves fully, embracing every emotion, not just the positive ones. Toca Boca also has an impressive history of meaningful collaborations, including Hello Kitty, SpongeBob, Pusheen, and artists like Conan Gray and KATSEYE. We’re developing Toca Boca into the ultimate tween lifestyle brand — grounded in creative expression, inclusivity, and playful yet relevant
aesthetics, all showcased with highquality design that reflects the world through a tween’s viewpoint. Our sweet spot is in lifestyle categories that encourage tweens’ self-expression and their love of pop culture, integrating Toca Boca more into their daily lives — from fashion and collectibles to food & beverage and creative play products. Can you make an overview of your achievements in 2025? Our KATSEYE collaboration marked a breakthrough moment — in just 7 days, we reached 91M minutes of music played! We also saw 79M virtual gifts redeemed, along with over 230M social impressions and strong doubledigit engagement. It proves that when we connect with tweens in their own space, we spark cultural moments that extend far beyond the game and into your international presence. Where you lead today and where you plan to grow next (including Europe and beyond) matters greatly. Toca Boca is a truly