Anat Shperling and Yifat Anzelevich started Toya to make games for girls.
Anat Shperling and Yifat Anzelevich started Toya to make games for girls.
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Israel’s Toya creates social games for girls on Roblox

  • Posted byby Dean Takahashi
  • Updated
  • 3 min

Toya is a game studio that makes social games on top of Roblox, but it is different because it is making games with girls and women in mind.

Roblox has 115 million monthly active players, and people engage with it more than 1.5 billion hours a month. The top games are getting more than a billion plays, and so it should come as no surprise that startups are forming to make products for this platform. It became a juggernaut by embracing user-generated content on its platform, and now it is known for having lots of games within its game world.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.