Toronto’s Spin Master Entertainment is taking a unique metaverse-first approach to launch its latest IP Unicorn Academy (pictured). The toyco will premiere the CG-animated film in Gamefam’s popular Roblox game Twilight Daycare (1.8 billion visits) starting today, to build interest ahead of its streaming launch in November. 

Unicorn Academy, based on Julie Sykes’ book series of the same name, centers around young students and their unicorns as they learn to harness magic and protect Unicorn Island. Netflix is also launching Spin Master’s eight x 22-minute Unicorn Academy series, which continues the character’s school adventures where the movie leaves off, in November.

Starting at 7 p.m. ET today, the 72-minute film will re-air every two hours in the game until October 1. Players will be able to view the film in a screen within the game. Canada’s WildBrain helped broker the partnership, as it did with previous Spin Master/Gamefam deals.

Launching a new franchise first in the metaverse—instead of taking the more typical linear, streaming or even YouTube routes—illustrates the increasing confidence kids execs have about the space. 

Spin Master has been testing Roblox as a place to break through the IP clutter and reach kids in recent months. It released the whole first season of Bakugan: Battle Planet on the platform in August, and also premiered two new Bakugan episodes on Gamefam’s All-Star Tower Defense game almost a month before Netflix and Disney XD launched the series.

Previous Bakugan-related games and activations on Roblox, along with other Spin Master IPs on the platform, have collectively generated 1.4 billion brand engagements and 232 million play sessions globally.

Spin Master and Gamefam will build on Bakugan’s growing presence on Roblox with a new game titled Bakugan Brawl Simulator, launching later this year. The game will feature battles, quests and chances to interact with characters from the series. 

“The metaverse is tearing down the traditional boundaries of play,” said Ricardo Briceno, Gamefam’s chief business officer, in a release. “Fans won’t be passively engaged by Unicorn Academy and Bakugan in our new integration and game; they’ll be living them.”