At Outfit7, we’ve always seen Talking Tom & Friends as more than a collection of games. It’s a brand built on joy, play, and connection, with the power to bring value to other platforms and communities. Our recent collaboration with Afterverse and its game PK XD was the first time we tested that idea on a global scale.
A Natural Match
From the very start, the partnership made sense. PK XD is known for its playful, inclusive world, which celebrates imagination. This aligns perfectly with Talking Tom & Friends' values. The shared vision gave both teams the freedom to design an experience where our characters seamlessly fit into the PK XD universe.
Players could dress their avatars in Talking Tom & Friends outfits, enjoy themed in-game content, and share their excitement across social platforms. For PK XD’s community, it was a chance to welcome a beloved new franchise. For our fans, it was an opportunity to see familiar faces come to life in an entirely new world.
Impact Beyond the Event
The response from players quickly showed the strength of the collaboration. Millions participated in the event every day, demonstrating the scale of community involvement. And in-game banners drove significant cross-platform engagement.
Beyond the game, the activation generated more than 70 million video views and reached tens of millions of people worldwide. Nearly 50,000 Talking Tom & Friends outfits and items were purchased in-game, showcasing the brand’s strong impact on the community.
What matters most is what these results represent: Talking Tom & Friends drives attention, engagement, and measurable value far beyond our own products.
This event has become a benchmark for how we will think about brand licensing and collaborations going forward.
.png)
Why It Worked
The success of this collaboration wasn’t just about scale; it was about synergy. Together, we created something that felt meaningful for both communities – a true “win-win.”
For PK XD players, the event brought fresh content and lovable new characters. For Talking Tom & Friends fans, it offered a new way to engage with their favorite brand. For both companies, it showcased how creative alignment and strategic partnerships can unlock tremendous value.
Looking Ahead
We’re proud of what this collaboration achieved – not only at the level of the numbers, but in the way it brought two communities together through play. We’re grateful to the Afterverse team for their creativity and collaboration, and to the players who made the experience their own.
"This partnership has been an incredible experience for us at Afterverse. It allowed us to connect with a different user base, expanding our reach and strengthening the way players engage with our universe. We are proud of what we’ve built together and excited about the possibilities ahead." - João Paganini, Brand Strategy at Afterverse
The Talking Tom & Friends x PK XD partnership is not just a success story, it’s a glimpse into the future of how we see licensing and collaborations: meaningful, playful, and built to bring joy.
