Spin Master’s digital games studio Toca Boca has partnered with adidas for a major digital integration within the popular gaming platform, Toca Boca World.

Designed to inspire confidence, the collaboration aims to encourage tween girls to stay connected to sport and movement both digitally and in real life.

The in-app experience introduces digital adidas sportswear, gear, accessories, and interactive environments that empower players to express themselves and engage in sport-inspired storytelling. The initiative arrives at a critical demographic moment, addressing the period when many young girls begin to step away from physical activities.

With a global reach of nearly 60 million monthly active users, Toca Boca World offers players a flexible space for creative self-expression. Through this brand partnership with adidas, players can access:

• Free outdoor Home Designer location: Built to encourage active play and sports storytelling, featuring dedicated zones for skateboarding, basketball, football, and volleyball.
• Premium Style Packs: Inspired by iconic adidas Originals lines — including Firebird, Superstar, and Adicolor — featuring signature silhouettes and the brand’s three stripes reimagined as mix-and-match digital apparel.
• Limited-edition in-game gifts: Featuring adidas period-proof sportswear designed for comfort and confidence during puberty, alongside sports accessories like yoga mats and athletic bags.

The core message behind the partnership aligns with research from the Women’s Sports Foundation, which highlights that girls drop out of sports at double the rate of boys by age 14, often due to declining confidence during puberty. Together, Toca Boca and adidas aim to build digital experiences that promote self-expression, confidence, and long-term athletic engagement.

Mathilda Engman, Co-General Manager at Toca Boca, says:

“Toca Boca World is a space where kids can explore identity without rules or expectations. Alongside adidas, we’re extending that into sport—supporting self-expression and confidence so girls feel empowered to keep playing on their own terms. This collaboration is about helping girls feel comfortable, confident, and inspired to stay active as they grow.”

Thomas Wehner, Global Head of adidas Gaming, adds: “At adidas, we believe sport has the power to build confidence, community and self-expression. By partnering with Toca Boca, we’re connecting with tween girls in a space they love and using creativity and storytelling to help inspire continued participation in sport beyond the screen.”

The Toca Boca x Adidas digital campaign rolled out globally on August 21, 2026.