Neopets Expands Licensing Portfolio - October 30th, 2024

Neopets has announced new partnerships with some of the world’s leading licensees as part of its brand revival. Neopets is launching a series of licensing partnerships in Q4 and beyond to appeal to long-time Neopets enthusiasts and new audiences, particularly the Gen Z demographic. 

Following the success of the limited-edition plushies sold at SDCC, PhatMojo will launch a line of 8-inch Neopets plushies featuring six characters, including Aisha, Shoyru, Kacheek, Kougra, Faellie and Doglefox. These plushies will be available in Hot Topic stores across 400 U.S. locations this holiday. Fans can also expect a mystery plush format, and a range of plush-related products will follow, along with mini-figures and dolls.  

Upper Deck’s The Neopets Battledome Trading Card Game and limited-edition Gallery Prints for the 25th anniversary launched earlier this year. Upcoming is the Neopets 25th Anniversary Celebration set, featuring all foiled cards, new mechanics to transform Neopets into 14 varieties, with characters like Grundo and Kougra and three new Paint Brushes for fans to collect. 

In publishing, Andrews McMeel is releasing the new original graphic novel, “Neopets: The Omelette Faerie,” written by New York Times best-selling author, Rebecca Mix. This venture into storytelling is just one example of how Neopets is diversifying its brand to stay relevant and accessible to a new wave of fans while continuing to innovate. A second graphic novel, “Neopets: The Discarded Magical Blue Grundo Plushie of Prosperity,” will be published in August, as well as “Neopets: The Official Colouring Book” in March. 

Neopets has partnered with leading fashion and pop culture IPs leveraging their history and aligning with trendsetters to modernize and elevate its brand with Youtooz, launching in December, the latest limited-edition Aisha collectible will bring Youtooz’ signature style to the Neopets universe, fostering creativity and pushing the boundaries of brand experiences. 

There will be more exclusive merchandise, collectibles and games underscoring Neopets’ ongoing expansion into mainstream entertainment and retail markets: 

• Monopoly:  Fans can look forward to a limited-edition Neopets 25th anniversary-themed Monopoly game, featuring an exclusive premium metal box and in-game items, which will be available for pre-order in November, in time for the holiday season. 
• Market Studios:  A collaboration with Neopets will launch in 2025, merging nostalgia with contemporary streetwear. This partnership aims to infuse popular characters and themes from the virtual pet universe into stylish, urban-inspired apparel.  
• Surreal:  Sticker packs available at Hot Topic; blind boxes with Stylin Boxes. 
• Steady Hands:  Unveiling a cozy capsule collection of Neopian-themed cardigans this holiday season, for fans looking to express their love for Neopets in style. 
• G-Fuel:  Continued refreshing hydration for the Neopets gamer. 
• BareTree Media:  Mobile messaging stickers for Apple iTunes and Google Play. 
• Cakeworthy:  Vintage Neopets dresses, T-shirts and other apparel will be released. 
• Multipet:  Themed pet toys featuring Neopets characters, will be released in fall 2025 
• What’s Your Passion:  Exclusive 25th anniversary pins featuring glitter and premium enamels. 
• Geekify:  A tabletop role-playing game adaptation of Neopets will be released summer 2025. 
• It’s My Obsession:  Line of messenger bags designed for pin collectors, allowing fans to showcase their enamel pin collections while expressing their Neopian pride. 

“We’re thrilled to see Neopets becoming more accessible and beloved across both the digital and physical worlds,” says Dominic Law, chief executive officer, Neopets. “Our collaboration with PhatMojo, along with the launch of Neopets plush at Hot Topic, marks a significant step forward in expanding our reach. From releasing our first toy line to growing our IP and licensee portfolio, this is just the beginning of a new era for the brand. We’re not only focused on rekindling nostalgia for our millennial audience; we want Neopets to become bigger – a multi-generational brand that captures both lifelong fans and a new wave of gamers, collectors and storytellers. We are positioning Neopets as a mainstream entertainment brand, one that thrives in retail, merchandise and other forms of transmedia.” 

Neopets is also expanding its physical footprint with two limited-edition, 20-inch jumbo plushies available for preorder on its e-shop. The limited edition plushies will include an exclusive in-game item for redemption allowing fans to seamlessly bridge their physical and digital Neopets experiences and accompanied by an adoption certificate within the box, affirming its unique nature. Each character will be limited to 400 units only to celebrate the brand’s upcoming 25th anniversary.