“We’re setting our sights on mass adoption. From digital assets to real-world products, we’re building a global brand that will resonate across generations.”
On today’s livestream, we welcome a man who has been blazing a trail in the world of entertainment these last four years, disrupting both the $100 billion toy industry and the $200 billion gaming industry, and in doing so has gained a reputation as a man who is truly at the cutting edge of today’s hyper-connected world.
Darran Garnham is an entrepreneur, strategist, investor and the founder & CEO of Toikido, an IP growth studio with a clear vision to break brands across Web3, gaming, music, and entertainment. Toikido is a company that thrives on fast execution, staying ahead of trends and moving at the “speed of culture”.
Since its inception in 2020, the company has distributed more than 30 million products across 100+ countries and shows no signs of slowing down. In an industry where it can take years to bring a product to market, Darran saw an opportunity to disrupt the status quo.
Darren has over two decades of experience in merchandising, licensing, and retail, working with some of the biggest global brands including Pokémon, Toy Story, Nintendo, and Moshi Monsters. Yet despite that success, he became increasingly frustrated with the slow pace of traditional toy development cycles.
In an industry where it can take years to bring a product to market, Darran saw an opportunity to disrupt the status quo. It was during the Covid-19 lockdowns in 2020 that he founded Toikido, a company with a mission to spot trends early, acquire rights quickly, and bring products to market in record time to meet the rapidly evolving play patterns of today’s kids.
“We don’t have the luxury of time in today’s environment. Our commercial secret is speed. We move quickly and efficiently, identifying opportunities and executing on them before the moment passes.”
Toikido’s early success speaks for itself. In just two years, the company has driven over $1 billion in retail sales across 100+ countries for its partners. But Darran is quick to point out that this rapid growth hasn’t come without its challenges.
However, Darran approaches these hurdles with a no excuses mentality. “When the strong wind blows, you can hunker down… or build a windmill.” This attitude has not only allowed Toikido to weather the storm but to come out stronger on the other side.
Now, Toikido is gearing up to launch an incredible project that certainly caught our attention here at London Real. The Bad Egg Co. is an exciting new venture that represents the future of the company’s gaming and entertainment ambitions. More than just a brand, Bad Egg Co. is a creative, story-driven collection of digital characters rooted in the vibrant streets of New Yolk City’s Sunnyside borough.
Inspired by skate culture and the rebellious spirit of urban life, the brand consists of a video game, a multi episode animated series, an incredible merchandise line, and a collection of digital collectibles securely stored on the Ethereum blockchain for authenticity and value.
“We’ve been meticulously crafting Bad Egg Co. for over two years, and this is just the beginning.”
The team at Toikido has big plans for the brand, with a variety of content in development, ready to surprise and delight its growing community. The one-of-one digital collectibles within the Bad Egg universe are each unique, capturing different personalities and styles within the world of New Yolk City. These collectibles aren’t just digital assets; they’re works of art that tell a story, making them highly coveted among collectors.
Darran and his team are determined to bring the brand to life through physical products, including toys, apparel, and live promotions, extending the virtual world of the game into tangible experiences for fans.
And with the introduction of the $YOLK token, they’re taking things to the next level, allowing fans to participate in the Bad Egg ecosystem and onboard new residents to the world of New Yolk City.
“We’re setting our sights on mass adoption. From digital assets to real-world products, we’re building a global brand that will resonate across generations. Picture Bad Eggs and $Yolk everywhere – in stores, streamed to billions, all fueled by the powerhouse behind Toikido’s track record.”
It’s clear that Darran’s vision for Toikido is far from ordinary. His attitude is infectious and his enthusiasm childlike, and goes some way to explaining why Toikido are fast becoming leaders in their field.
“Our mission is to be the company your kids nag you about – the one that brings excitement, emotion, and attention to every brand we touch.”
As Toikido continues to expand its gaming portfolio and pursue new partnerships in the entertainment space, Darran remains confident that the best is yet to come.
I’m really looking forward to sitting down with Darran and taking a dive deep into the success of Toikido, the launch of Bad Egg Co., and the exciting future of toys, gaming, music, and Web3.
“We live in a world that is scrolling… A world defined by an endless flow of information, and if you aren’t continuously updating or providing new tools for your community, they’ll start looking elsewhere.”
