PRESS RELEASE
Shinobi Group Launches Stategic Games Agency, Partnership with
tokidoki
Shinobi is a strategic games agency that identifies the right opportunities, shapes the creative and commercial approach, and brings the right partners together from strategy through development.
OCT 22, 2026
SAN FRANCISCO, CALIFORNIA
Founded by games industry veterans Wally Nguyen and Elin Jonsson, Shinobi Group is a digital games agency helping entertainment brands identify, shape and execute strategic opportunities in games.
Shinobi Group founders Wally Nguyen, Chief Executive Officer, and Elin Jonsson, Chief Brand Officer, today announced the launch of Shinobi Group, a digital games agency working with entertainment brands, platforms and select development partners to build game opportunities around the right audience, creative vision and commercial model. Working across console, PC, mobile, immersive and emerging interactive platforms, Shinobi helps partners identify where an IP can succeed in games, define the right creative and commercial approach, and move promising opportunities from early strategy toward execution.
As part of its launch, Shinobi is announcing its partnership with tokidoki, the globally recognized lifestyle and character brand known for its distinctive visual identity, collectible characters and collaborations across fashion, consumer products and culture. Shinobi is working alongside tokidoki as the company explores how its characters, creative world and global fanbase can expand thoughtfully into games and interactive entertainment.
For entertainment brands, entering games can mean navigating a fragmented landscape of developers, platforms, business models and funding opportunities. Shinobi is built to provide a strategic filter, helping brands determine which opportunities are worth pursuing and creating a clear path forward.
Games have become one of the most important ways for entertainment brands to reach and engage audiences, but the ecosystem is complex. There are countless platforms, studios, technologies and business models to navigate, and not every opportunity is right for every brand. Shinobi helps brands understand where to play, which opportunities to pursue, and how to bring the right partners together to turn those opportunities into successful games.
WALLY NGUYEN
Co-founder & CEO, Shinobi Group
"
Shinobi’s role extends well beyond introductions. The agency works alongside its partners from early strategy and opportunity development through studio selection, concept development, platform positioning and pitching, and remains actively involved throughout production. Shinobi helps guide creative direction, reviews key milestones, works through brand and platform feedback with development teams, and helps keep the audience, product vision and commercial opportunity aligned as the game takes shape. The goal is not simply to get a project into production, but to help build the strongest possible game and position it for long-term success.
Many entertainment brands don’t have a dedicated games team internally. We work as an extension of the brand team — protecting the IP, shaping the creative direction and staying closely involved throughout development. The goal is to make sure every game feels authentic to the brand, resonates with the right audience and is being built with the right creative partners.
ELIN JONSSON
Co-founder & CBO, Shinobi Group
"
Shinobi works with a curated network of carefully selected development partners based on the needs of each IP Brand, rather than taking a one-size-fits-all approach to studio matchmaking. The agency evaluates skill and technical expertise, artistic and creative fit, audience understanding, platform experience and commercial alignment before bringing teams into a game project.
That approach is already being applied through Shinobi’s work with tokidoki, where the agency is helping explore the right opportunities, platforms and creative partners for the brand’s expansion into games.
We’re excited to have Shinobi working alongside us as we explore the next chapter for tokidoki in games. They bring a thoughtful, collaborative approach and a strong understanding of the games space.
POONEH MOHAJER
CEO of tokidoki
"
Shinobi’s work with tokidoki also extends into the agency’s own creative identity. The company is collaborating with tokidoki Co-founder and Chief Creative Officer Simone Legno on an original Shinobi character.
From the first time I met the Shinobi team, I could feel their passion for tokidoki and the characters. They understand the creative heart of the brand, and I’m excited about what we can explore together in games.
SIMONE LEGNO
Co-founder and Chief Creative Officer of tokidoki
"
KEY FACTS
DATE
October 22, 2026
LOCATION
San Francisco, California
COMPANIES
Shinobi Group, Peyo
TOPICS
Agency launch, strategic partnership, The Smurfs, entertainment brands, games
DOWNLOADS
Press Release (PDF)
Shinobi’s leadership team also includes Kirk Scott, SVP of Business Development, who brings three decades of games industry experience spanning publishing, developer relations and platform partnerships, including his role as Head of Developer Relations with Nintendo. Eric Lee, Business Development Executive, leads studio discovery and developer outreach, helping identify and assess creative partners for specific IP and platform opportunities.
Shinobi is currently exploring new opportunities with entertainment brands, platforms and development partners. For more information, visit shinobicorps.com or contact press@shinobicorps.com.
About Shinobi
Shinobi is a digital games agency founded by games industry veterans Wally Nguyen and Elin Jonsson. Working with entertainment brands, platforms and select game studios, Shinobi identifies and shapes opportunities in games, brings together the right creative and commercial partners, and stays actively involved from early strategy through development and execution.
Nguyen and Jonsson bring decades of combined experience across games, entertainment, IP, business development, brand strategy and platform partnerships, with work spanning global entertainment brands, leading game studios and major gaming platforms.
For more information, visit https://www.shinobicorps.com/
press@shinobicorps.com