leads Roro's Pre-Seed round

January 31, 2024
Investments, Node

Toca Boca and Mojang veterans launching new gaming studio Roro focused on Creative Play - €1.5m raised from, FOV Ventures, and gaming angels

Stockholm, January 31st, 2024 — Toca Boca and Mojang veterans are teaming up to build a new studio and have raised a €1.5m pre-seed led by, with participation from FOV Ventures, Robin Flodin, and several angel investors, including Craig Fletcher, Nick Button Brown, Luis Villegas, Callum Underwood, and more.

The new funds will be used to build out Roro's debut product, introducing a groundbreaking 3D digital dollhouse with an innovative approach, aimed at fostering creativity and self-expression in an industry often dominated by other themes.

The operative team will be led by CEO William Sampson (previously Toca Boca, Stardoll) who has co-founded Roro together with Robin Flodin (previously EG7). They are joined by former tech director at Mojang Kristoffer Jelbring.

The team has over 50 years of combined experience, working on successful titles relevant to Roro, like Minecraft, Minecraft Dungeons, Toca Hair Salon 4, Toca Kitchen Sushi, Rayman Legends, and Stardoll.

"The industry has become much more aware of the potential of pure play in the last decade or so, but creative play and self-expression is overlooked with few studios building new quality experiences for our audience", emphasized William Sampson, co-founder of Roro.

"We believe we've hit on something that just doesn't exist in this space yet, but the audience is clearly there for it", stated Robin Flodin, co-founder of Roro.

In a landscape crowded with conventional games, Roro stands out as a haven for players seeking a positive, non-toxic creative outlet in open-ended experiences with no rules.

“Roro truly captivates us, not just for its vision but also for its roots here in Sweden, as we are among the best regions in the world creating games for young audiences. The team, hailing from iconic Swedish studios like Toca Boca and Mojang and bringing a wealth of experience, had us hooked from the start. Their commitment to fostering self-expression and creative freedom aligns perfectlywith a growing trend among the younger generation. We are very excited to support Roro on this path", said Daniela Sjunnesson, investment lead at

Roro is expanding as it gears up for future projects. They’re hiring for essential roles and looking for people passionate about their vision to join the team.


Roro on LinkedIn

Roro website and open roles

VentureBeat article

Pocket Gamer article article