Boat Rocker expands into NFTs with Toekenz

The Next Step and Daniel Spellbound will get digital collectibles that kids can earn in the upcoming Toekenz platform.

By Andrea Hernandez November 7, 2022

Toronto-based Boat Rocker Media has signed a licensing agreement with LA-based Toekenz Collectibles to bring two of its properties onto Toekenz’s upcoming NFT platform.

Live-action series The Next Step (which spans eight seasons) and animated series Daniel Spellbound (which premiered on Netflix last month) will join the platform as blockchain-based games aimed at kids ages eight to 12. Focused on creativity and self-expression, the games allow kids to earn and collect NFTs while learning about web3, blockchain and cryptocurrencies.

Boat Rocker is partnering with Toekenz because the platform offers a new way for brands to engage with audiences, says Kate Schlomann, EVP of brand management and content marketing. The deal expands the IPs beyond the screen and into digital experiences that teach kids about web3 technology, she adds.

Toekenz’s platform—set to debut before the end of the year—targets Gen Alpha and their families. The platform is designed to let kids collect digital tokens by playing games; buy and sell NFTs based on licensed kids brands and characters; and access educational resources about the tech.

Toekenz is seeking more partnerships with kidcos and has its eye out for brands with co-viewing potential, says CEO Iris Ichishita. The company’s strategy is to build out the platform with brands that will appeal to families interested in playing games and learning about NFTs in a family-friendly space, she says.

This approach is off to a strong start after Toekenz signed a deal with Mattel last month to bring some of its brands to the platform. More brands and characters will be added to the platform in the coming months, says Ichishita.

Looking ahead, Boat Rocker is exploring other ways to expand its brands into NFTs and web3 tech, says Schlomann. “[It’s] an exciting first step in the execution of our broader web3 strategy spanning Boat Rocker brands across all genres.”

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