Neopets Announces New Master Toy Deal

Non-exclusive partnership with PhatMojo will be on display at Licensing Expo.

License Global

May 13, 2024

2 Min Read
Neopets with PhatMojo.
Neopets with PhatMojo.Neopets

Neopets is making its debut appearance at Licensing Expo with a lineup of licensed merchandise, including a new non-exclusive master toy deal with PhatMojo. Show attendees are invited to visit the brand at booth B188 to take a journey through Neopian history, from its early start as a fixture of online culture, to its revival today.  

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. 

“Our licensing partners have helped us push the envelope as a brand, and breathe real life into our digital game and characters,” says Dominic Law, chief executive officer, Neopets. “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.” 

“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,” says Bill Graham, president, PhatMojo. “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.  

Visit with Neopets at Licensing Expo 2024 at booth #B188.   

Learn more about Licensing Expo.

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PhatMojoLicensing Expo

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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