Toya Pioneering Women

What Toya Pioneering Women does

Toya Pioneering Women (Toya) is a female-led gaming studio founded in Tel Aviv, Israel that operates as a Premium Roblox Creator and develops multiplayer branded experiences and original games on the Roblox and Minecraft platforms. Its portfolio spans media IP adaptations (Miraculous Ladybug RP with ZAG/Method, Coraline: Evade the Others with LAIKA, Maya and the Three with Netflix, Coach Jen in Minecraft with Dr. Jen Welter) and proprietary titles (My Farm, Petwars Simulator), alongside purpose-driven activations such as Super U Story with Unilever's Dove and the Center for Appearance Research targeting body confidence in young girls.

The studio's technical stack centers on Roblox's developer platform and the Minecraft marketplace (with Microsoft as launch partner), augmented by proprietary components including a dynamic programmatic maze engine and, since 2023, Deep Learning tooling for Roblox brand analytics. Distribution flows through Roblox's native marketplace, branded Roblox shops selling UGC avatar items and Limited products, and direct B2B activation campaigns with geo-targeting and integrated user acquisition.

Toya's revenue model combines B2B professional services — bespoke branded Roblox development, brand activation campaigns, and in-game integration products — with transaction fees from branded Roblox shops. Customers are predominantly global enterprises (entertainment, streaming, consumer goods) seeking to reach Gen Z and younger audiences through authenticated gaming experiences rather than traditional advertising, serving end users aged approximately 4-18 with a stated emphasis on social gaming for girls.

Name

Toya Pioneering Women

Legal name

Toya

Website

https://toyaplay.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Toya Pioneering Women is a female-led Tel Aviv-based gaming studio that develops bespoke branded multiplayer experiences on Roblox and Minecraft for global entertainment and consumer brands, serving youth audiences aged roughly 4-18.

Ownership category

akta.pro rank

Product category

Social Gaming and Branded Game Development

NAICS

Doll, Toy, and Game Manufacturing (339930)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

UGC Game Creation Platforms (Roblox-like, Fortnite Creative, Core) (MPAFAIAA)

Keywords

• Branded game development
• Roblox experiences
• Metaverse studio
• Brand activation gaming
• Multiplayer game design

Headquarters

HQ city

Tel Aviv

HQ country

Israel

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Others

Revenue model

1. Branded Roblox Experiences: Bespoke branded Roblox experiences, from pop-up minigames to expansive worlds with adaptations to media IPs. Revenue from brand partnerships and development fees.
2. Brand Activation and Marketing Campaigns: Brand activation and marketing campaigns with geo-targeting and integrated user acquisition. Includes content-first marketing activations such as branded mini-games, 3rd party branded shops, billboards, branded avatar and UGC limited items.
3. In-Game Integration Products: In-game integration products within Toya games for cost-effective immersive placement and branded minigames
4. UGC Avatar Items and Limited Products: Branded Roblox shop with robust catalog of transactions including UGC avatar items and Limited products sold through Roblox marketplace

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Toya designs, develops, and publishes branded multiplayer games and immersive experiences on the Roblox and Minecraft platforms for global brands and media IP owners. The studio delivers end-to-end services from concept through launch, including bespoke branded worlds, brand activation campaigns with geo-targeting, in-game product integration, and branded Roblox shops selling UGC avatar items and Limited products. It also operates its own IP portfolio including Miraculous Ladybug RP, Super U Story, Maya and the Three, Coach Jen, My Farm, and Petwars Simulator.

Product overview

Toya is an award-winning metaverse studio and Premium Roblox Creator since 2017 that creates branded Roblox experiences for global brands. The company operates as a single-platform studio specializing exclusively in Roblox game development and branded experiences. Its portfolio includes major licensed IP collaborations such as Miraculous Ladybug RP (first TV series-based Roblox game), Coraline: Evade the Others (LAIKA partnership), Maya and the Three (Netflix partnership), and Super U Story (Dove partnership for body confidence). The studio also develops original games including Petwars Simulator, My Farm, and Coach Jen. Services include bespoke branded Roblox experiences, brand activation and marketing campaigns, in-game integration products, and branded Roblox shop with UGC items. The company is female-led and focuses on creating diverse multiplayer experiences for youth audiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Miraculous Ladybug RP Role play game based on the Miraculous animated series and the first game based on a TV series developed for Roblox. Players can recreate show moments, explore cities (Paris, New York, Shanghai), play mini-games, and defeat villains.
• Coraline: Evade the Others Horror action game developed in partnership with LAIKA for the Roblox platform. Features a dynamic, programmatic maze where players collaborate to collect items while fending off villain waves, with every playthrough being a unique adventure.
• Super U Story Narrative-driven empowerment experience on Roblox developed in partnership with Dove and the Center for Appearance Research, designed to help young girls combat negative self-esteem and build body confidence.
• Coach Jen Minecraft game developed in partnership with Dr. Jen Welter, the first female NFL coach. Features a football video game series inspired by Grrridiron Girls Flag Football camps, set in Minecraft Stadium and Football City.
• Maya and the Three Bespoke multiplayer experience designed for the Netflix launch of the Maya and the Three series, with geo-targeting in Latin America. Up to 40 players compete, fight, and race up the pyramid in a branded campaign.
• My Farm Farming simulator on Roblox where players plant crops, manage farm animals, complete quests, design homes, turn produce into products, and collect pets.
• Petwars Simulator Original Roblox simulator featuring intense boss battles where pets and their unique abilities define the battlefield using elemental magic, set in a Good VS Evil world with innovative fighting mechanics and AFK features.
• Bespoke Branded Roblox Experiences Custom branded Roblox experiences ranging from pop-up minigames to expansive worlds, including adaptations of media IP, developed end-to-end by the studio for global brand clients.
• Brand Activation and Marketing Campaigns Brand activation and marketing campaigns on Roblox with geo-targeting and integrated user acquisition capabilities for global brands seeking to engage youth audiences.
• Branded Roblox Shop Branded Roblox shop with a robust catalog of transactions including UGC avatar items and Limited products sold through the Roblox marketplace.

Quantifiable outcome

• Coraline: Evade the Others reached nearly 18 million visits in under 6 weeks with 90%+ rating
• +2 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Partnerships

Eight partnerships are on record, tiered core, flagship and minor.

• MicrosoftcoreTechnology or IntegrationFirst pro-studio to launch experience on Minecraft marketplace in partnership with Microsoft
• NetflixcoreStrategic or Co-development PartnerFirst teleportation brand activation (2021). Partnership for Maya and the Three bespoke experience designed for Netflix series launch in Latin America
• Dove (Unilever)coreStrategic or Co-development PartnerFirst to co-develop branded Roblox + Fortnite concurrent activation (2023). Super U Story partnership for body confidence messaging with 1.6 million players
• LAIKAflagshipStrategic or Co-development PartnerDevelopment partnership for Coraline: Evade the Others immersive experience on Roblox platform. Game achieved nearly 18 million visits in under 6 weeks
• RobloxflagshipTechnology or IntegrationPremium Roblox Creator since 2017. Strategic platform partnership with Roblox's Partnerships team for branded experience development and distribution
• Center for Appearance ResearchminorStrategic or Co-development PartnerResearch partner for Super U Story, supporting body confidence and self-esteem messaging content
• Women in GamesminorGTM or Marketing PartnerSupporting partner for Super U Story launch
• Jen Welter / Grrridiron GirlsminorStrategic or Co-development PartnerPartnership with first female NFL coach Dr. Jen Welter to create Coach Jen game series inspired by Grrridiron Girls Flag Football camps

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Dubit: Dubit is a digital games studio focused on kids and family audiences that develops experiences across Roblox and adjacent platforms; comparable to Toya in audience (children/youth) and Roblox-native development approach.
• Supersocial: Supersocial is a Roblox-focused development studio building branded and original experiences for global brands; competes with Toya for the same enterprise brand-activation RFPs on Roblox.
• Gamefam: Gamefam is a leading Roblox-native game studio that develops and operates branded and original experiences on Roblox for major global brands — directly comparable to Toya's Premium Roblox Creator model and B2B branded-experience offering.
• Melon: Melon is a Minecraft-first game studio developing branded and original experiences on the Minecraft marketplace — comparable to Toya given Toya's multi-platform Roblox + Minecraft delivery and brand partnership orientation.
• Player Two: Player Two is a Roblox-focused game studio building original and branded experiences on Roblox, overlapping directly with Toya in platform, audience, and B2B brand-experience offering.

Emerging players

• Metaverse Marcom: Metaverse Marcom is a Roblox-and-metaverse marketing and development agency serving global brands on Roblox activations; partial overlap with Toya's brand activation and geo-targeting capabilities.
• Manticore Games (Core): Manticore Games operates Core, a UGC game creation platform competing in the same 'Roblox-like' category; emerges as a partial-overlap comparable given Toya's UGC-first development philosophy and multi-platform ambitions.

Broad incumbents

• Zynga: Zynga (Take-Two) is a major mobile and free-to-play social gaming publisher with kid-friendly franchises; represents a broad incumbent that could expand into Roblox-branded experiences and compete for the same enterprise brand budgets as Toya.
• Epic Games (Fortnite Creative / UEFN): Epic Games operates Fortnite and the Unreal Editor for Fortnite (UEFN) creator ecosystem, a competing UGC platform for branded experiences. Toya has already shipped a co-developed Roblox+Fortnite activation for Dove, making Epic both a platform partner and adjacent competitor.
• The Sandbox: The Sandbox is a blockchain-based UGC gaming platform that courts global brands for metaverse activations; serves as a broader incumbent in the brand-experiences-in-virtual-worlds space alongside Toya's Roblox offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/toyaplay

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Toya Pioneering Women