Award-winning toy manufacturer, ZURU, has announced its latest gaming endeavour with the launch of Rainbocorns on Roblox from March 2024. Expanding the Rainboville universe beyond the best-selling Rainbocorns plush range, popular webisode content, and a full-licensed programme, the Rainbocorns Roblox experience promises to take children on an immersive adventure, building the world of Rainboville by completing different quests, while raising and caring for their very own Rainbocorns.
Popular webisode content continues to support and run alongside the toy launches, offering children the opportunity to connect with their plush friends both on screen and off. The webisodes allow children to foster deeper engagement with the characters and experience the magic world of Rainboville for themselves. The English channel has driven over 230,000,000 + Impressions alone for the 2023 period, further demonstrating the pull of the brand and its correlation between physical play and digital storytelling.
The introduction of the new Roblox game will grow the Rainbocorns universe further into the digital space, connecting products, webisodes, and soundtrack into one playable experience, and extending the brand journey alongside positive brand awareness, and recognition.
The initial release will see six unlockable areas (aligned with ZURU’s Rainbocorns brand Rainboville map and webisodes) which feature rainbow berries for the Rainbocorn characters to feed on, special accessories, 30 different Rainbocorns to hatch and grow from baby to full-grown, quests with special item rewards, and random lucky events. In addition, players will also be able to accessorise their Rainbocorns and their own avatars into matching outfits, grow them while offline by taking them to daycare, and climb up on the leaderboards to have their avatar and Rainbocorns featured in-game.
“Rainbocorns continues to drive significant growth in Australia, reporting +58% YOY in retail sales and finished as our #1 brand in 2023”, said Luke Hartwell, Country Manager, Australia, ZURU. “The brand has been a massive hit since it’s launch eight years ago, and we’ve seen it go from strength to strength. It’s unrivaled play value combined with classic nurturing themes, favourite animals, fantasy characters, and an exciting unboxing experience, has led to consistent growth for the brand”
Luke continues: “Roblox provides the opportunity to broaden the Rainbocorns experience and for children to enjoy this in an engaged and safe environment that we know appeals to them. Kids are engaging with brands they already know within the Roblox universe, and we’re seeing how the platform drives purchasing decisions in the same way that animated content can.
“The brand remains a growth property for the business and our cross-platform approach captures recognition across multiple touchpoints. Not only is the Roblox Rainbocorns world designed off our Rainboville map that is integrated throughout our product and webisode content, but we will also see music from the Rainbocorns album during the gameplay as well as the brand Jingle integrated into play as an auditory accompaniment when players receive a reward. We’re excited to see players’ reactions to the game, and already have planned future iterations lined up and ready to go!”
ZURU reports that before launch, the game is being tested in demo mode to ensure the best player experience, and details that unique players joining to ‘Raise a Rainbocorn’, the number of average players playing daily, and time spent within the game are well above industry benchmarks.
