“Toca Boca’s vision is to be a category-independent brand, to be a beacon in the world for kids. Toca Boca says it already had plans to expand beyond digital before Spin Master acquired it, but its new parent has been a helpful partner on this initiative. It was sold in 2016 to children’s entertainment company Spin Master, which produces kids TV “Paw Patrol” and others, and makes a number of toys, like the Flutterbye Fairies and Kinetic Sand, for example.

The company grew out of the 200-year-old Swedish publishing firm Bonnier, where it had operated like a startup. Toca Life: City, Toca Life: Farm, etc.), Toca Nature, and more. Unlike most games, there are levels to beat or scores to top instead, Toca Boca lets kids just have fun with apps – whether that’s cutting and styling characters’ hair, hosting a tea party, putting together a band and making music, creating robots, or even designing or playing within virtual worlds, as with its Toca Life series (e.g. What makes Toca Boca so appealing to children is that the apps are designed to inspire more open-ended play.

The U.S., in particular, is a key market for Toca Boca, accounting for nearly a third of its total user base across both Android and iOS. To give you an idea of its market traction, the company currently has 23 percent market share among the paid kid apps on the App Store – that’s a huge chunk of the pie. The Stockholm-based app maker dominates today’s App Store, thanks to its clever and thoughtfully designed suite of apps. If you’re a parent, it’s nearly impossible to miss out on the Toca Boca craze. The collection will feature Toca Boca’s iconic characters and style, and will adhere to the same design principles that has made its apps – which the company refers to as “digital toys” – so well-liked. In an exclusive deal with Target, announced today, Toca Boca will launch its own collection of apparel, accessories, sleepwear, backpacks, lunch bags, bedding and activity books, aimed at kids ages 5 to 9.

Now, the company is transitioning its brand beyond the digital space to become a maker of real-world products, as well. Toca Boca, a hugely popular kids’ app maker, has grown to over 170 million downloads across its line of 38 apps, which 13 million children use every month.

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