Toya

Games Based on Remarkable Women

Media & Entertainment Technologies
Private

Company Overview

Snapshot

Founded in April 2015 by Anat Shperling and Yifat Anzelevich, Toya operates with 11–50 employees. The company has raised $6 million across 4 funding rounds from 9 investors. In July 2026, Toya launched PlayTiger, a new measurement and attribution platform for Roblox.

Business overview

Toya is a female-led studio that develops video games and virtual goods inspired by the life stories of pioneering women. The company focuses on the Roblox platform, creating non-linear, open-ended games like My Farm and Miraculous, which simulate economics and feature superheroes. Toya aims to create immersive realms where players can unlock creativity and learn critical skills, serving the Media & Entertainment Technologies sector.

Strategic signal

In July 2026, Toya launched PlayTiger, a new measurement and attribution platform specifically for Roblox. This development indicates Toya's strategic move to enhance analytics and insights within the Roblox ecosystem, potentially offering valuable tools for developers and brands operating on the platform and signaling a focus on data-driven growth and optimization in the metaverse gaming space.

Company Intelligence Q&A

What is Toya's primary focus in game development?
Toya specializes in developing video games and virtual goods inspired by the life stories of pioneering women, primarily for the Roblox platform. Their games, such as My Farm and Miraculous, are designed to be non-linear and open-ended, fostering creativity and skill development.
When did Toya launch its PlayTiger platform?
Toya launched PlayTiger, a new measurement and attribution platform for Roblox, in July 2026. This platform provides insights from experiences like the Miraculous x Rabbids crossover.
Has Toya partnered with any major brands?
In September 2022, Toya partnered with Dove to create a Roblox game aimed at fostering self-esteem in girls, addressing unrealistic body ideals.
What significant milestone did Toya achieve with its Miraculous Ladybug game?
In June 2021, Toya's Miraculous Ladybug game achieved over 100 million plays on Roblox, demonstrating significant user engagement on the platform.
Which investor led Toya's funding round in September 2021?
In September 2021, Drive by DraftKings led a funding round for Toya, which also included participation from Eli Manning.

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