Toca Boca advances music strategy

Spin Master’s digital studio Toca Boca is introducing music from popular artists Olivia Rodrigo, SIENNA SPIRO, and TWICE into the Toca Boca World app, allowing its nearly 60 million fans to listen to music while playing and exploring the game.

Support self-expression among tweens

According to Spin Master, the initiative is designed to support self-expression among tweens and strengthen Toca Boca World’s position in tween culture through authentic and interactive experiences. Each artist will have four songs available in the app for one month, giving players a personalized soundtrack as they decorate rooms and engage with the game.

New way to connect with young audiences

The collaboration also offers artists a new way to connect with young audiences across 173 countries through immersive digital experiences. Representatives from Interscope Capitol and Republic Records described the partnership as an innovative approach to reaching young fans where they already spend time digitally.

Olivia Rodrigo’s album Sour launched in the app on May 12 to mark its fifth anniversary. SIENNA SPIRO will follow in June, while TWICE will be featured in July. The project continues Toca Boca’s focus on music-driven collaborations, following previous partnerships with Conan Gray, KATSEYE, and Wicked, which collectively reached 60 million unique in-game fans.

Source: https://www.spinmaster.com/en-US/corporate/media/press-releases/123019/