The studios behind popular video game Among Us have tapped UK-based toymaker Toikido as global master toy partner, and CP plans will include collectibles, figures, plush, playsets and RC.

Created by InnerSloth and Dual Wield Studios, Among Us (pictured) was first released in June 2018, although its popularity really exploded during the pandemic last year. The free multi-player game, which can be played on smartphones and PCs, became the most downloaded game globally in 2020, according to data from Apptopia. Among Us gained prominence when top Twitch streamers started to play it, and it even attracted some high-ranking government official fans, including US congresswoman Alexandria Ocasio-Cortez and Jagmeet Singh, the leader of Canada’s New Democratic Party.

Toikido is a relatively new player in the toy market, and was founded by Darran Garnham in September 2020. Garnham was previously VP of international consumer products in the EMEA for Universal Pictures. And he’s no stranger to the digital world—he was also the chief commercial officer and president of entertainment for Mind Candy, the company behind Moshi Monsters and World of Warriors.