TOTTO SUPER CAMP — Roblox Experience for the Back to School LATAM Campaign

TECHNOLOGY

GAMING

USE CASE

ENTERTAINMENT

CLIENT

TOTTO is a Colombian brand of backpacks, bags and accessories with a presence across Latin America. Its universe of characters and collections targets children, teenagers and families, built around a creative and adventure-driven visual identity.

GOAL ACHIEVED

Expand TOTTO brand universe beyond physical products and build cultural relevance through gaming and create new ways to tell the brand stories within Roblox.

A brand universe built inside Roblox

TOTTO SUPER CAMP is TOTTO first branded experience on Roblox. The brief was not to slap a logo on a generic game: it was to translate TOTTO characters, worlds and visual DNA into an environment that new generations actually live in. DeuSens and BrandNewVerse led the full process — from concept and environment design to game mechanics, storytelling and the launch campaign.

The project also establishes a strategic partnership for the ongoing development of TOTTO digital content on Roblox. Not a one-off.

Five worlds, one core mechanic, different audiences

The experience is structured around five themed worlds: pets, cats, jungle, gamer territory and teen city. Each one targets a different player profile within TOTTO audience. The shared mechanic is racing: players run, jump, dodge obstacles and make split-second decisions to get to the finish line first. Simple in structure, demanding in execution.

Development took roughly three and a half months, covering concept, world design, mechanics and testing. No combat, no violent content — built as a safe space for children and teenagers.

Backpacks as in-game objects

The most distinctive element of the project is the integration of Back to School collection backpacks directly into the gameplay. Every backpack from the new collection is available as an in-game item on Roblox: players can acquire them, and each one unlocks specific abilities that affect race performance. The physical product and the digital experience share the same object, but operate under different rules.

This is not product placement. The backpacks have functional roles in the game — real competitive advantages, not decoration.

Launch campaign and content strategy

Alongside the experience, DeuSens and BrandNewVerse produced the launch campaign and ads to drive awareness of TOTTO SUPER CAMP among target audiences across LATAM. The communication was built from gaming codes, not traditional advertising logic.

TOTTO SUPER CAMP is the first project in the strategic relationship between TOTTO, DeuSens and BrandNewVerse. The roadmap includes continued development of new experiences and content on Roblox as part of the brand bet on the platforms where its next generation of customers is growing up.