MOOSE TOYS AND GAMEFAM TEAM UP TO BRING LITTLE LIVE PETS TO ROBLOX FOR THE FIRST TIME THIS HOLIDAY SEASON
Interactive Toy Line Makes Adorable Debut On Roblox, Driving Buzz In Popular Twilight Daycare Game
LOS ANGELES, November 12, 2025 – Today, toy industry trailblazer Moose Toys and Gamefam, the leading metaverse media company for Gen Z and Alpha communities, announced they will bring the endearing and interactive Little Live Pets to Roblox for the first time, creating an immersive experience for Gen Alpha brimming with magical moments and cuteness this holiday season. Starting Saturday, November 15, 2025, players will care for and play with their most beloved pets in a Little Live Pets takeover of Gamefam’s wildly popular Twilight Daycare game.
This limited-time event will immerse players in a Little Live Pets takeover of Twilight Daycare, which averages 5 million gameplay sessions per week and has generated over 2.6 billion gameplay sessions since launch. Players will be able to:
Visit the Little Live Pets pet store to find the perfect pet to take home and care for – just like a real pet. Pets available for adoption include My Baby Panda ChuChu, My Really Real Bird & Cage, Rosie the cockatiel; and Cooper, the Ouchies golden retriever puppy. Additionally, Mama Surprise Families puppies are featured as in-game NPCs.
Complete the Little Live Pets-themed quest to make them feel right at home, including nurturing tasks like feeding, hugging, petting their pets, and more.
Unlock in-game Little Live Pets and in-game rewards such as a Little Live Pets bucket ride, Little Live Pets house, and My Walking Penguin Waddles costume.
“The enduring magic of Little Live Pets Shop lies in bringing joy home for kids. As Roblox’s popularity skyrockets, Twilight Daycare – which centers around caretaking – is a natural fit for us to find new ways to teach kids the importance of caring for and nurture pets from the comfort of their home,” ,” said Katherine Resto, Senior Director of Media, Moose Toys. “During the holiday season, Roblox has become a critical media channel to reach Gen Alpha and Gamefam continues to be an invaluable partner to ensure our toys break through with the right audiences and resonate with players in the ecosystem.”
This is Little Live Pets’ Roblox debut, the fourth Moose Toys franchise to engage the Roblox community. Gamefam and Moose Toys’ upcoming “Bring Joy Home” event will immerse players, coinciding with their ongoing Roblox campaign for the Heroes of Goo Jit Zu, and follows the blockbuster success of their 2024 holiday campaign centered around the Heroes of Goo Jit Zu and XOX Kweenies – which drove 1.2 billion minutes of engagement (equivalent to watching 54.5 million episodes of cartoons). The introduction of Little Live Pets reflects the meteoric rise of Roblox, which has become the go-to place for leading toy companies to engage a critical Gen Alpha player base as they make their holiday wishlists.
Last year, Moose Toys reeled in millions of fans with its holiday activation on Roblox. Over 56% of players across the campaign said they were more likely to purchase the respective product line (XOX Kweenies or Heroes of Goo Jit Zu) after playing with the franchise in Roblox; to put that in perspective, 39% of players had never heard of XOX Kweenies before the campaign and 24% of players never heard of Heroes of Goo Jit Zu before. The overall 2024 holiday program became Roblox’s #1 multigame toy campaign at the time (32+ million gameplay sessions) and recently won the 2025 Digiday Award for Best Partnership.
“Moose Toys is widely recognized as one of the most innovative toy companies, and they are proving to be just as innovative in how they engage Gen Alpha audiences in hyper-relevant ways,” said Ricardo Briceno, Chief Business Officer of Gamefam. “To make it on today’s holiday wishlists, toy brands must break through on Roblox – that’s where Gen Alpha lives and spends over two hours every day. Our multi-year partnership with Moose Toys has shown the undeniable power of Roblox to drive measurable sales and raise brand awareness with the next generation.”
With over 50 games in its owned and operated network, Gamefam has further cemented what’s become the #1 portfolio in metaverse gaming, with over 11 million average daily visits, 2.6 million average daily hours of gameplay and over 35 billion visits to date.
The Little Live Pets activation within Twilight Daycare is available to play for free from Saturday, November 15, 2025 through Sunday, December 14, 2025 on Roblox via most platforms and devices, including consoles, PCs, mobile and tablets.
About Gamefam
Gamefam is the leading metaverse media company for Gen Z and Alpha communities. Pairing expert brand strategists with world-class developers, Gamefam successfully delivers strategies for its brand and IP partners through an industry-leading network of games across Roblox, Fortnite and other platforms, driving reach and scale with 360-degree amplification programs informed by proprietary insights and measurement solutions. Established in 2019 as the first professional Roblox developer, Gamefam has now become the largest and most successful metaverse media company, with 35 billion lifetime visits and 11 million average daily visits across its 50+ live-operated game portfolio on Roblox, Fortnite and other platforms. Gamefam has delivered winning metaverse strategies, games and campaigns with top IP partners including Paramount, Warner Music Group, the NFL, Netflix, Mattel, Sony, Sega, Samsung and Crunchyroll. The company successfully created three of the top 10 branded Roblox games of all time; three of the top five Roblox concerts of all time; and the first-ever brand integration into a Fortnite game. Gamefam’s top branded and original franchises include Sonic Speed Simulator, Twilight Daycare, Barbie DreamHouse Tycoon, SpongeBob Simulator, Deadpines: Zombie Survival, Obby But on a Bike HD, Super League Soccer and Car Dealership Tycoon. Gamefam has been honored by Great Place to Work®, Inc. 5000, Fast Company’s Most Innovative Companies, LinkedIn’s Top Startups, The Clio Awards, The Webby Awards and more. For more information, visit www.gamefam.com.
About Moose Toys
Moose Toys exists to make kids super happy. For this revolutionary brand happiness lies at the heart of everything we do. With trailblazing toy design, development and manufacturing, no wonder our toys consistently scoop the most longed-for awards. Sprinkling some Moose magic across categories including action figures, collectibles, craft, dolls, games, plush, preschool, vehicles and youth electronics, we've earned our stripes as one of the most creative companies in the industry. As an energetic bunch, we're always on the move, developing groundbreaking content, entertainment and worldwide licensing deals to boot.
This family-run business is proudly built on unshakeable ethical foundations. Our passion for making kids superhappy stretches far beyond our WOW-worthy toys. The Moose Happy Kids Foundation creates moments of happiness and laughter for the children around the world who need it most. We've had a BIG impact on little people, making 3.5 million kids smile so far… and counting. Australia might be our Moose family home, but with a strong team of 750 dotted across the world, we're committed to sharing our signature superhappy revolution far and wide!
Media Contact:
Kenny Mintz
Gamefam
kenneth@gamefam.com
