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.
This article also appeared in Edition 18 of The Toy Universe Magazine
