Level Up: Key Takeaways on Gaming Partnerships from WiT’s Toy Fair University Panel

In today’s fast-evolving digital play landscape, forging smart, values-aligned partnerships between gaming platforms, licensors, and toy companies isn’t just an opportunity, it's a necessity. That’s what made our Toy Fair University panel, Level Up: Maximizing Partnership Opportunities in Digital Gaming, such a powerful conversation.

Moderated by Careen Yapp, Chief Strategic Partnerships Officer at Embracer Group and Chairman of the Board for Women and Games International, the panel brought together leaders from across the digital and toy spectrum:

• Andrea Fasulo, Head of Global Licensing at Supercell

• Justine Higueras, Global Group Director (Beauty and CPG Partnerships) at Roblox

• Tiffany Patterson

• Afton Thatcher, Head of Industry, Toys at SuperAwesome

Together, they unpacked the trends, tech, and tactics shaping the future of digital gaming partnerships. Here’s what stood out:

It’s all about community, not just IP

Each panelist emphasized that success isn’t about slapping a logo on a product, it’s about listening to players and building extensions that add value. Whether it’s through in-game codes, physical/digital integrations, or 3D immersive storytelling, today’s fans expect authentic, co-created experiences.

The digital/physical divide is dissolving

From Roblox’s concept of “fidgetal self-expression” to Jazwares’ seamless “play beyond the screen” model with Adopt Me, it’s clear: the next generation of players doesn’t differentiate between digital and physical. They’re looking for one cohesive experience.

Tech is an enabler, authenticity is the differentiator

Generative AI, immersive ads, and real-time community feedback loops are unlocking new modes of storytelling and engagement. But without a clear voice and meaningful strategy, the tech won’t carry the brand. Authenticity, safety, and long-term community building must lead.

Build for the long game

Whether your audience is 10 or 30, early brand loyalty drives lifetime engagement. That means creating partnerships and campaigns that evolve with your fans and deepen connections through culture, creativity, and consistency.

--------------------------------

Watch the full recording of the Level Up panel and hear these leaders share how they’re navigating innovation, licensing, and the future of play, from Roblox’s co-creation tools to Jazwares’ packaging sustainability, and more.

This article is inspired by the Toy Fair University Panel “WiT: Level Up - Maximizing Partnership Opportunities in Digital Gaming”. Watch it on YouTube.