World-touring global superstar Conan Gray is entering the gaming world with Toca Boca – marking two major milestones: Toca Boca‘s first-ever artist collaboration since the studio’s inception 14 years ago, and Conan Gray’s debut in the gaming world. Set to launch on June 18th, the collaboration will bring the superstar and his music to Toca Boca World and its 60 million players worldwide. Conan Gray will take over the in-game Voxella Festival stage, introduce a new themed music player, and a collection of customizable items that players can use to craft their own unique Conan Gray-inspired experiences and stories, and embrace every version of themselves.

“Conan Gray connects effortlessly with a young generation through his music and social channels, which is one of the many reasons why we’re so excited to welcome him into Toca Boca World,” says Alexandra Svärdh, senior brand manager at Toca Boca. “He is a true role model for self-expression,  a core value that Toca Boca as a brand has always stood for. With this collaboration, we hope to instill a powerful message that it’s okay to be different and that it’s okay to be yourself.”

For nearly one and a half decades, creativity and self-expression have been at the core of the Toca Boca experience. The studio has enabled tens of millions of kids and tweens globally to explore, express, and develop their own identities through their games. Now, with the help of Conan Gray, they are aiming to inspire players to embrace every version of themselves.

Toca Boca World players will gain access to Conan’s favorite clothes, accessories, and hairstyles, as well as a music player loaded with hits like “Heather,” “Never Ending Song,” “People Watching,” and “Lonely Dancers” – empowering them to tell their own stories using the artist’s music and outfits, reflecting Conan’s style, both on and off stage.

Conan has worked closely with the studio to develop, co-design, and curate every aspect of this collaboration, viewing it as an opportunity to bridge two worlds and mediums, and connect with fans in new, exciting ways.

“It’s so special to be the first artist in Toca Boca World. The little Conan characters, which embody different versions of myself as a person and artist, are so cute to watch perform on the stage and interact with the world,” says Conan Gray. “I had so much fun making the outfits, hairstyles, and accessories — I hope everybody enjoys their miniature Conan!”

For Toca Boca, this initiative reinforces the studio’s investment in music and catering to the ever-evolving needs of kids and tweens, where identity development and self-expression are crucial.

“Artists and music play a significant role in the lives of tweens, serving as sources of inspiration, comfort, and identity formation,” says Alexandra Svärdh. “They create communities where tweens can bond over shared interests, discover new music, and express themselves freely. Coupled with our kids-first perspective and tools for self-expression, we’re able to create a Toca Boca experience that is rewarding for both our players and the artists.”

The time-limited collaboration will kick off on June 14th with an in-game gift event where players can claim a free gift every day leading up to the official launch on June 18th, and it will end on August 13th.

About Toca Boca
Toca Boca was founded in 2011 with a simple mission – to create playful, safe spaces where kids can have fun and feel free to be themselves. Solo or social, kid, tween or teen. Today, more than 60 million kids from all over the world play Toca Boca‘s games every month. That’s right. Every. Single. Month. The studio’s award-winning app, Toca Boca World, is its biggest game to date. It’s an ever-evolving world where kids are in total control. Toca Boca is based in Stockholm, and owned by Spin Master Corp., a leading global children’s entertainment company. For more information, visit tocaboca.com.

About Conan Gray
Over the last five years, Conan Gray has emerged as one of the biggest and most acclaimed pop stars and songwriters of his generation. Known for his authentic lyrics and originality across every facet of his career, his multi-platinum hits “Heather” and “Maniac” have topped streaming charts and shaped Gen Z culture around the world. In 2020, Gray’s debut album Kid Krow reached #5 on the Billboard Top 200, #1 on the Billboard Pop Albums chart and became the biggest new artist debut of the year. In 2022, his sophomore album Superache became his second Top 10 album on the US Billboard 200 Chart and charted in the top 10 in Australia, the UK, Ireland and the Netherlands, to name a few. With over 15 billion total streams, Gray has attracted unanimous applause from a who’s who of tastemakers including The New York Times, Rolling Stone, Vogue, GQ, V Man, Paper, Fader, Billboard, and NPR, and has delivered memorable performances on television shows such as The Tonight Show Starring Jimmy Fallon, Late Night with Seth Meyers, The Late Late Show with James Corden, and The Today Show Summer Concert Series. In the fashion world, Gray has landed on “Best Dressed” lists in Vogue, GQ, and Paper for his custom Valentino outfit on the Coachella 2022 mainstage, as well as for his MET Gala appearances. Gray has packed venues around the world, selling over 300,000 tickets during his headline run in 2022 alone, including selling out legendary venues like Radio City Music Hall in New York, the Greek Theatre in Los Angeles, and the Eventim Apollo in London. In 2023, Conan performed to almost 300,000 people at Lollapaloozas across Latin America and to almost 40,000 people at Outside Lands in the midst of unveiling a new era of music. His highly anticipated third studio album, Found Heaven, is out now.

About Republic Records
A division of Universal Music Group, the world’s leading music company, Republic Records has been recognized by Billboard as the industry’s #1 label over the last 10 years. It is home to an all-star roster of multi-platinum, award-winning legends and superstar artists such as Anitta, Ariana Grande, Billy Porter, Conan Gray, Daddy Yankee, Drake, Eddie Vedder, Florence + the Machine, Glass Animals, Greta Van Fleet, Jack Johnson, James Bay, Jimmy Fallon, John Legend, John Mellencamp, Jonas Brothers, Kid Cudi, Kim Petras, Lil Wayne, Lorde, Metro Boomin, Miranda Lambert, NAV, Nicki Minaj, Noah Kahan, Pearl Jam, Post Malone, Seth MacFarlane, Shania Twain, Stephen Sanchez, Stevie Wonder, Swedish House Mafia, Tainy, Taylor Swift, The Weeknd, Twice, TXT, ZAYN and more. Founded by brothers and chief executives Monte and Avery Lipman, it is also comprised of innovative business ventures, including American Recordings, Boominati Worldwide, Brushfire, Casablanca Records, Cash Money, Federal Films, HYBE, Imperial, JYP, Lava Records, Republic Records: Kids & Family, Republic Nashville, Universal Arabic Music, Victor Victor, Wicked Money Family, XO, Young Money, among others. Additionally, Republic Records recently relaunched famed record label Mercury Records

About Spin Master
Spin Master Corp. (TSX:TOY) is a leading global children’s entertainment company, creating exceptional play experiences through its three creative centres: Toys, Entertainment and Digital Games. With distribution in over 100 countries, Spin Master is best known for award-winning brands PAW Patrol®, Hatchimals®, Bakugan®, Kinetic Sand®, Air Hogs®, Melissa & Doug®, Rubik’s® Cube and GUND®, and is the global toy licensee for other popular properties. Spin Master Entertainment creates and produces compelling multiplatform content, through its in-house studio and partnerships with outside creators, including the preschool franchise PAW Patrol, and numerous other original shows, short-form series and feature films. The Company has an established presence in digital games, anchored by the Toca Boca® and Sago Mini® brands, offering open-ended and creative game and educational play in digital environments. Through Spin Master Ventures, the Company makes minority investments globally in emerging companies and start-ups. With 29 offices spanning nearly 20 countries, Spin Master employs close to 3,000 team members globally. For more information visit spinmaster.com or follow on Instagram, Facebook and Twitter @spinmaster.