Toca Boca X Con

an Gray

"Conan Gray connects effortlessly with a young generation through his music and social channels, which is one of the many reasons why we’re so excited to welcome him into Toca Boca World,” says Alexandra Svärdh, Senior Brand Manager at Toca Boca. “He is a true role model for self-expression, a core value that Toca Boca as a brand has always stood for. With this collaboration, we hope to instill a powerful message that it’s okay to be different and that it’s okay to be yourself.”

Toca Boca World players will unlock nine iconic Conan Gray styles, as well as a music player loaded with some of his biggest hits – empowering them to tell their own stories using the artist's music and outfits, reflecting Conan's style, both on and off stage. Through this initiative, we aim to empower players to discover and embrace every aspect of themselves through open-ended play, fashion, music, and the bridging of two completely unique creative worlds.

Conan worked closely with us to develop, co-design, and curate the collaboration, viewing it as an opportunity to connect with fans in new, exciting ways. The extensive collection of clothes, accessories, and hairstyles made available to the players aims not only to capture Conan’s many looks and moods but also to highlight the fact that identities and styles are fluid, contrasting, and always changing.

“It’s so special to be the first artist in Toca Boca World. The little Conan characters, which embody different versions of myself as a person and artist, are so cute to watch perform on the stage and interact with the world,” says Conan Gray. “I had so much fun making the outfits, hairstyles, and accessories — I hope everybody enjoys their miniature Conan!”

"Conan Gray's music, style and personality resonate with tweens globally" says Emil Ovemar, Head of Studio at Toca Boca. "By combining his style and music with our open-ended world and tools for storytelling, we want to increase our impact and provide kids and tweens with even more opportunities to explore, express, and embrace their unique selves."

The time-limited collaboration kicks off on June 14th with an in-game gift event where players can claim a free gift every day leading up to the official launch on June 18th, and it will end on August 13th.

About Conan Gray:
Over the last five years, Conan Gray has emerged as one of the biggest and most acclaimed pop stars and songwriters of his generation. Known for his authentic lyrics and originality across every facet of his career, his multi-platinum hits “Heather” and “Maniac” have topped streaming charts and shaped Gen Z culture around the world. In 2020, Gray’s debut album Kid Krow reached #5 on the Billboard Top 200, #1 on the Billboard Pop Albums chart and became the biggest new artist debut of the year. In 2022, his sophomore album Superache became his second Top 10 album on the US Billboard 200 Chart and charted in the top 10 in Australia, the UK, Ireland and the Netherlands, to name a few. With over 15 billion total streams, Gray has attracted unanimous applause from a who’s who of tastemakers including The New York Times, Rolling Stone, Vogue, GQ, V Man, Paper, Fader, Billboard, and NPR, and has delivered memorable performances on television shows such as The Tonight Show Starring Jimmy Fallon, Late Night with Seth Meyers, The Late Late Show with James Corden, and The Today Show Summer Concert Series. In the fashion world, Gray has landed on “Best Dressed” lists in Vogue, GQ, and Paper for his custom Valentino outfit on the Coachella 2022 mainstage, as well as for his MET Gala appearances. Gray has packed venues around the world, selling over 300,000 tickets during his headline run in 2022 alone, including selling out legendary venues like Radio City Music Hall in New York, the Greek Theatre in Los Angeles, and the Eventim Apollo in London. In 2023, Conan performed to almost 300,000 people at Lollapaloozas across Latin America and to almost 40,000 people at Outside Lands in the midst of unveiling a new era of music. His highly anticipated third studio album, Found Heaven, is out now.