Grab your tablets — Olivia Rodrigo, TWICE and Sienna Spiro are officially joining the Toca Boca universe!
On Tuesday (May 12), Toca Boca, which launched in 2011, announced that songs from the three wildly popular acts will feature in the Toca Boca World app, connecting the platform’s 60 million fans with some of their biggest and best tunes.
Each featured artist will have four of their hit songs available to stream in the app for one month, giving Toca Boca World players a soundtrack to decorate their rooms to as they use the game to express themselves and figure out their individual aesthetics. Placement in the Toca Boca World app also ensures Rodrigo, Spiro and TWICE have access to specifically tween audiences — and increasingly finicky and hard-to-pin-down demographic — across 173 countries. With music now intertwined with the in-app experience, this new partnership helps get ahead of the always-evolving game of music marketing and promotion.
“Modern music marketing involves showing up where fans are, and Toca Boca World presents a unique opportunity to engage directly with young fans,” said Interscope Capitol Label Group’s senior vice president of sports & gaming marketing, creative sync, Rob Levin. “This collaboration brings music into kids’ daily digital lives in immersive, interactive and fun ways—creating new avenues for fans to engage with music.”
Interscope Capitol Label Group is home to both Rodrigo and Spiro. The “Drivers License” singer will be the first of the three acts to have her music featured on Toca Boca World staring on May 12, the same day SOUR, her landmark debut album, arrived five years ago. Next month (June 12), the three-time Grammy winner will share her third LP, You Seem Pretty Sad for a Girl So in Love. The set’s lead single, “Drop Dead,” has already debuted atop the Billboard Hot 100, marking her fourth chart-topper on the all-genre ranking. Rodrigo is now the first artist in Billboard history to debut the lead singles from their first three studio albums at No. 1 on the Hot 100.
Spiro exploded on TikTok last winter, quickly parlaying that success into a trio of Hot 100 hits: “Die on This Hill” (No. 19), “You Stole the Show” (No. 55) and “The Visitor” (No. 43). More recently, Spiro contributed to The Devil Wears Prada 2 official soundtrack with “Material Lover,” making her the only artist to contrubute new original music outiside of Lady Gaga and Izzy Escobar. The British singer’s music will grace Toca Boca World in June, with TWICE, the first K-pop girl group to headline Chicago’s Lollapalooza, to follow in July.
“Our goal is to create an ever-evolving place where kids can truly be themselves,” said Spin Master’s president of digital games, Marc De Vellis. “We know music plays a huge role in self-expression, especially during the tween years, and by bringing globally recognized artists into Toca Boca World, we’re creating moments that resonate emotionally while strengthening our leadership in tween culture in a way that is authentic, playful, and uniquely ours.”
Following previous music collaborations with Conan Gray, Wicked and KATSEYE, these forthcoming Toca Boca World crossovers will keep millions of fans happy in the months to come.
