Neopets Signs Major Toy Agreement
Neopets Signs Major Toy Agreement

Neopets, a pioneer in online gaming, is making its debut appearance at Licensing Expo with a lineup of licensed merchandise, including a new master toy deal with PhatMojo. Brokered by Mix Licensing Group and Carlin West Agency, the deal will bring to life nostalgic favorites from the online game in the form of plush, figures, collectibles, and more.

Dominic Law, CEO, Neopets said, “Our licensing partners have helped us push the envelope as a brand, and breathe real life into our digital game and characters. There is so much lore and thought put into the Neopets world, and showcasing in this way at Licensing Expo for the first time is a natural next step for us as a brand to tell our story.

Bill Graham, President, PhatMojo said, “Neopets has been a hit with kids since it first launched over two decades ago, and we’re excited to play a part in its revival. We’re looking forward to bringing this nostalgic brand back to toy shelves for the audience that loves it and for new fans to discover.

Nearly 25 years since its 1999 launch, Neopets continues to blaze the trail on the nostalgia trend with millennials and Gen Z, inspiring several spin-offs. After the new leadership team, led by Law, assumed ownership of the company last July, Neopets has experienced significant growth, what was once a community of 150 million individuals has now evolved hand in hand with their beloved pets. The Neopets team has taken a community-driven approach to give legitimacy to fan initiatives, while developing new opportunities for the brand, building the foundation for a multi-entertainment company.

Neopets’ appearance at Licensing Expo will set the stage to expand its licensing program and explore new opportunities.

Since the launch of its licensing program in 2020 with Carlin West Agency, Neopets has added a growing list of strategic licensing partners like Upper Deck, What’s Your Passion, Andrews McMeel, G-Fuel, Just Funky, Hot Topic, and more to its roster. This has resulted in a wide array of officially licensed products, including a trading card game, jewelry, pins, tarot card decks, cookbook, energy drinks, graphic tees, and more.

Neopets will mark the occasion at Licensing Expo with merchandise giveaways exclusive to the event and a photo opp with Aisha, Neopets’ official mascot, who will be at the booth and part of the Character Parade.

 
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