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Work Inquiry
January 23, 2023

Super U Story

  • Genre

    Story mode

  • Year


Super U Story

In partnership with Dove and the Center for Appearance Research

Dove, the personal care brand owned by Unilever has been investing in self-esteem and body confidence projects for more than a decade. When Dove wanted to connect with younger demographics with their messages of inclusion, and promotion of body confidence and appearance diversity – they turned to Toya to develop Super U Story. The game is a first-of-its kind Roblox activation, which combines a transparent brand activation and social messaging.

Released in May 2023, and operated for 3 months, the game had 1.6 Million players, targeted to include 60% female, under 13 years of age, with a narrative driven empowerment experience. The game was supported by Women in Games, and launched in conjunction with Epic Games’ Unreal Engine’s Education Team

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