Neopets announces PhatMojo, Upper Deck, Youtooz, Andrews McMeel and more to Bring Beloved Characters to Life
As part of its brand revival, Neopets has refocused its strategy to strengthening community engagement while forging new partnerships with some of the world’s leading licensees. This resurgence is marked by high-profile partners such as PhatMojo, Upper Deck, Youtooz and Andrews McMeel.
As part of its growth strategy, Neopets is launching a series of significant licensing partnerships in Q4 2024 and beyond. These collaborations are designed to engage both long-time Neopets enthusiasts and new audiences, particularly within the Gen Z demographic:
- PhatMojo: Following the major success of the limited-edition plushies sold at SDCC, PhatMojo will launch a line of 8-inch Neopets plushies featuring six of the top characters including Aisha, Shoyru, Kacheek, Kougra, Faellie and Doglefox available in Hot Topic stores across 400 US locations this holiday. Fans can also expect a mystery plush format. This marks Neopets’ return to mainstream retail, bridging nostalgia with modern fandoms and reigniting its cultural status through this exciting collaboration. A range of plush-related products will follow, along with mini-figures and dolls.
- Upper Deck: Upper Deck has launched fan-favorite Neopets collectibles this year, including the Neopets Battledome Trading Card Game and limited-edition Gallery Prints for the 25th anniversary. Upcoming is the Neopets 25th Anniversary Celebration set, featuring all foiled cards, new mechanics to transform Neopets into 14 varieties, characters like Grundo and Kougra, and three new Paint Brushes for fans to collect.
- Andrews McMeel Neopets’ Expansion into Different Formats: At the heart of Neopets’ revival is a growing list of partnerships, products and experiences that offer something for everyone – from longtime fans to newcomers. One of the most exciting developments is the Q4 2024 release of the all-new original graphic novel Neopets: The Omelette Faerie, written by New York Times bestselling author Rebecca Mix. The comic is poised to captivate both nostalgic fans and new audiences alike. 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 2025, as well as Neopets: The Official Colouring Book, in March 2025.
Some IP partnerships go beyond traditional licensing, tapping into the creative energy of brands that have their own strong identities. Neopets has partnered with leading fashion and pop culture IP leveraging its only history but also aligning with trendsetters to modernize and elevate its brand with Youtooz, launching in December, the latest limited-edition Aisha collectible will bring Youtooz’s signature style to the Neopets universe, fostering creativity and pushing the boundaries of brand experiences.
Monopoly, Market Studios, What’s Your Passion, Surreal, Geekify, Steady Hands, It’s My Obsession, Cakeworthy and more are bringing 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, just in time for the holiday gift-giving season.
- Market Studios: Market Studios is set to launch an exciting collaboration with Neopets in 2025, merging nostalgia with contemporary streetwear. This partnership aims to infuse beloved characters and themes from the iconic 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, perfect 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 must have apparel for die-hard fans
- Multipet: Themed pet toys, featuring the iconic Neopets characters. Fall ‘25
- What’s Your Passion: Exclusive 25th Anniversary Pins featuring glitter and premium enamels
- Geekify: Launching an official tabletop roleplaying game adaptation of Neopets – Summer ‘25
- It’s My Obsession: Introducing a line of messenger bags designed specifically 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,” said Dominic Law, CEO of 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 starting October 29th 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.
As Neopets continues to reinvigorate its brand and expand its reach, these new ventures demonstrate the company’s commitment to becoming a powerhouse in the entertainment industry. With a focus on transmedia in gaming, IP collaboration and collectible merchandise, Neopets is well-positioned to capture the imaginations of both existing fans and new audiences for years to come.
