Dynit is the distribution partner of Officina Comunicazione Srl—publisher, creator, and IP owner of Skifidol Italian Brainrot—for retail, wholesale, and mass market distribution of three product lines dedicated to the phenomenon, including:
- Psychedelic Universe – Alpha Series with TCG in booster packs containing 7 cards, including 1 special card
- Cosmic Hallucination – Beta Series with TCG in eco-blisters containing 21 cards, including 3 special cards
- Psychedelic Universe – Alpha Series featuring 12 3D Cuties and 12 brand-new PROMO cards (each 3D Cutie is paired with its corresponding PROMO card)
- Album from the Beta Series – Cosmic Hallucination
Always attentive to trends and the interests of new generations, Dynit has chosen to invest in the Skifidol Italian Brainrot Trading Card Game—a phenomenon that has gone viral both on social media as digital content and as a physical product.
Thanks to the inherent innovation of its content—such as surreal images, nonsense words, onomatopoeias, and phonesthemes (evocative and musical sound roots)—tied to the concept of brain rot (literally “brain decay”), a term named Word of the Year 2024 by the Oxford Dictionary, the phenomenon offers an ironic and creative take on digital addiction and the mindless scrolling typical of social media. It has particularly captured the attention of Gen Z and Gen Alpha with light, fun, and easily replicable content.
Born in Italy in January 2025, Skifidol Italian Brainrot quickly gained a global audience thanks to viral sharing, reaching users from the United States to Japan and transforming into a living meme that has even been covered by national and international media outlets.
The nonsense phrases—which play with the Italian language in a whimsical and ironic way for a global audience—accompany the 150 cards of the Alpha Series, featuring original characters from the IP that reflect and expand upon the phenomenon. The Skifidol Italian Brainrot Trading Card Game is developed with the support of AI.
Following the success of the multimedia content, in January 2025 Officina Comunicazione Srl conceived, developed, and launched collectible products such as the card game, a sticker album published by Panini, magazines, 3D figures, and a series of limited-edition PROMO cards tied to specific initiatives directly coordinated by the publisher—shifting the focus from digital to physical and engaging international publishers in an unprecedented communication campaign.
The #Brainrot phenomenon hasn’t just involved creators, but also official brands, who have leveraged the hype to create content in the Skifidol Italian Brainrot style to creatively reach their communities. These include international fast food chains such as McDonald’s, KFC, and Old Wild West, mass retailers like Carrefour, Eurospin, and Esselunga, airlines such as Ryanair, media outlets, and football clubs including AC Milan, Juventus, Napoli, and Inter.
With this collaboration with Officina Comunicazione Srl, Dynit strengthens its positioning in bringing digital-born IPs to the physical market, demonstrating how licensing can turn viral phenomena into retail success stories—capturing the passions and language of new generations.
