Toya and Zag Games collaborate on the adventure game Miraculous Ladybug & Cat Noir on Roblox

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Israeli game studio Toya has teamed up with Zag Games to create a new game for Roblox: Miraculous Ladybug & Cat Noir.

The game is based on the animated TV series Miraculous: Tales of Ladybug and Cat NoirIt targets girls from 6 to 12 years old as well as boys from 4 to 7 years old.

Zag produces the show (along with On Kids & Family), and will co-develop the game with publisher and developer Toya, a Tel Aviv-based gaming company targeting girls’ games on the Roblox platform, which has over 150 million monthly active users. Roblox itself is ready for an IPO, having recently raised $520 million on a $29.5 billion valuation.

The story revolves around two typical teens with secret identities, Marinette and Adrien, who can transform into the superheroes Lady Bug and Cat Noir when evil threatens Paris.

Miraculous taps into the girls’ affinity for stories of first love, secret identities, teamwork, empowerment, friends, family, compassion, and fashion. It’s also an illustration of the “girl power” phenomenon: strong girls who don’t hold back and make their way in the world, the company said.

Above: ladybug

Image credit: Zag / Toya

The program has more than 15 million subscribers and 22 billion views on YouTube, and is broadcast in 120 countries. Fans watched over 300 million hours of content. Zag is also working on a movie production based on the TV show.

Toya CEO Anat Sperling said in an interview with GamesBeat that Crazy Labs made a regular mobile game based on the title in 2018, and that game has been downloaded 130 million times.

“The TV show is about empowering girls,” Sperling said. “It’s all about giving strength to girls and boys from all over the world, giving them the tools, giving them some inspiration, and showing them how they can do good in the little things.”

The released Toya games have achieved more than 12 million downloads in the past 12 months.

Above: The Miraculous Ladybug & Cat Noir game will take place in Paris.

Image credit: Zag / Toya

“It’s a great opportunity to introduce a TV series to Roblox players,” Shperling said. Players can choose what role they want to play.

Elinor Schops, Vice President of Game Experience at Zag Games, said in an interview that Zag (an animation studio) set up the Zag Games division in October.

Scopes is based in Israel and previously worked at Crazy Labs. She met Sperling and asked her to engage with women in the gaming community in Israel. They talked about what they could do and found a lot of common ground. Scopes indicated that she is happy to establish a relationship with another Israeli company at a time when the gaming industry is booming, as evidenced by the initial public offering of Playtika last week.

For the most part, Toya has been making her own original toys. But Shperling saw an opportunity to work together because the content and agenda behind the property was a good fit for Toya’s own mission to create women-led games.

“We have many opportunities and we have surprises up our sleeves,” Sperling said.

Toya will be released in April to coincide with the world premiere of The Miracle World: Shanghai – The Dragon Lady On Disney Channel and Disney+.

Above: Miraculous Ladybug & Cat Noir will appear in Roblox in April.

Image credit: Zag / Toya

Fans can expect to encounter new characters, environments, and villains. Shperling said that Zag and Toya plan to interact with fans during this project through a comprehensive global game development process that incorporates their feedback on technical ideas and concepts before the game is officially released to the public. The announcement follows news last month that Miraculous is now available on TikTok.

Shperling said that Toya will include elements like cinema and music from the TV series that will appeal to the “metaverse” aspects of Roblox, which add features beyond the usual gameplay. You can, for example, organize a birthday party on a private server and get access to things like peeking at new characters on the Roblox platform.

“These are things that you can only do on Roblox,” said Sheperling.

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