Toca Boca

Toca Boca, a children's digital play studio based in Stockholm

Toca Boca is a digital games and toys studio for children founded in 2011. The company presents itself as a subsidiary of Spin Master Corp. and centers its activity on the concept of free play: imagination, creativity, and self-expression, rather than competition or level-based mechanics. According to the company's own data, more than 60 million children play its titles every month.

Its headquarters, called Toca Boca Campus, is located at Lumaparksvägen 13A, 120 31 Stockholm, Sweden, and serves as a center for creation, collaboration, and hosting workshops with players.

Apps and play experiences

The company's catalog is built around two main apps, available for iOS and Android:

• Toca Boca World: a world-building environment where users create characters and develop stories.
• Toca Boca Jr: an app that brings together multiple play activities on a single platform.

The company describes these products as digital toys and worlds designed for exploring, imagining, and expressing yourself, with the ability to undo and recreate continuously.

Collaborations and branded content

The site features collaborations with external brands that are integrated into the game's universe. These include:

• Toca Boca x adidas: a style pack with 36 pieces inspired by real-world adidas styles, launched on September 1, along with 13 branded gifts released over five weeks through September 25. The selection includes an adidas branded soccer kit, a pet dog with matching dog-and-owner outfits, and an adidas branded toiletry bag.
• Toca Boca x Miniso USA: Miniso USA's presence inside Toca Boca World, with special gifts at the in-game post office and new secrets to discover.
• Flipside Park: a free space for all users, with free items in Home Designer to host summer hangouts.

Kids community involvement

The company runs a program called Toca Boca Kids Panel, aimed at gathering kids' ideas and feedback about its games. It also has the Super Fan program, designed to inspire, recognize, and reward creators in its community. The site includes testimonials from players aged 8 to 11 in the United Kingdom, Belgium, and the United States describing how they use the game to invent stories, recreate everyday situations, or explore settings such as hospitals and shopping malls.

Stated values and product approach

The company lists four principles that guide its work: play, quality, innovation, and inclusion. In its presentation, it states that it respects kids as people and not just as smaller versions of adults, and that it designs high-quality products from a kids perspective. Innovation is described as continuous exploration and experimentation, while inclusion is reflected in the idea that any kid can be whoever they want to be within its digital worlds.

Emil Ovemar, co-founder and head of the studio, sums up that approach in a statement featured on the site: keeping the kids perspective as a guiding star and creating vibrant worlds that foster exploration, imagination, expression, and creativity.

Contact and support

The company offers different channels depending on the type of inquiry. For app support, it directs users to its Bug Board; for physical products such as apparel, toys, and accessories, it provides the address collections-support@tocaboca.com; for press, press@tocaboca.com; and for business opportunities and partnerships, biz@tocaboca.com. Open positions are posted on its careers page.

Location and contact

Toca Boca Lumaparksvägen 13A, 120 31 Stockholm, SWEDEN