Neopets Expands Reach with Licensing Partnerships and Exclusive Merchandise

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Neopets is set to make a big comeback with new licensing partnerships aimed at both longtime fans and a fresh GenZ audience with new merchandise.

This revival effort includes several licensing collaborations launching in Q4 and into next year, building excitement for the brand’s future.


Following the popularity of exclusive plushies at San Diego Comic-Con, PhatMojo is releasing a new line of 8-inch Neopets plushies, featuring beloved characters like Aisha, Shoyru, Kacheek, Kougra, Faellie, and Doglefox. These plushies, alongside mystery plush options and related products, will be available at Hot Topic stores across 400 locations nationwide this holiday season. Mini-figures and collectible dolls are also planned.


Upper Deck’s Neopets Battledome Trading Card Game and limited-edition 25th-anniversary Gallery Prints have already launched, and soon, fans will see the Neopets 25th Anniversary Celebration set. This special set will feature fully foiled cards, a new transformation mechanic with 14 variations of characters like Grundo and Kougra, and three new Paint Brushes.


In the world of publishing, Andrews McMeel is set to release Neopets: The Omelette Faerie, a new graphic novel written by New York Times bestselling author Rebecca Mix. This venture brings fresh storytelling to the brand. The second graphic novel, Neopets: The Discarded Magical Blue Grundo Plushie of Prosperity, will launch in August, and Neopets: The Official Colouring Book is slated for a March release.



Neopets is also joining forces with fashion and pop culture brands to keep its appeal fresh. In December, a limited-edition Aisha collectible from Youtooz will arrive, combining Youtooz’s unique style with Neopets’ beloved characters. Other partnerships will include exclusive merchandise, collectibles, and games, marking Neopets’ expansion into entertainment and retail markets:


• Monopoly: A limited-edition Neopets 25th-anniversary Monopoly game featuring an exclusive metal box and in-game items, available for pre-order in November.


• Market Studios: A 2025 streetwear line inspired by Neopets characters, blending nostalgia with modern fashion.

• Surreal: Sticker packs and mystery boxes at Hot Topic.


• Steady Hands: Neopian-themed cardigans launching this holiday season.


• G-Fuel: Continued hydration products for Neopets gamers.
• BareTree Media: Mobile messaging stickers for iTunes and Google Play.
• Cakeworthy: A line of vintage-inspired Neopets apparel, including dresses and T-shirts.
• Multipet: Neopets-themed pet toys launching in fall 2025.
• What’s Your Passion: Special 25th-anniversary glitter and enamel pins.
• Geekify: A Neopets tabletop RPG arriving in summer 2025.
• It’s My Obsession: Messenger bags designed for enamel pin collectors, celebrating Neopian pride.

“We’re excited to see Neopets growing in accessibility and popularity across both digital and physical spaces,” said Dominic Law, CEO of Neopets. “Our collaboration with PhatMojo and the launch of plushies at Hot Topic are significant steps in our brand’s evolution. By expanding our toy line and licensing partnerships, we’re committed to rekindling nostalgia for our millennial fans while growing Neopets into a brand that resonates across generations—from loyal fans to new gamers, collectors, and storytellers. Our vision is for Neopets to thrive in retail, merchandise, and all kinds of media.”

Additionally, Neopets is adding exclusive, limited-edition 20-inch jumbo plushies to its online store, available for preorder. Each plush includes a unique in-game item and an adoption certificate, with only 400 units of each character produced in honor of Neopets’ upcoming 25th anniversary. These special plushies offer fans a unique way to connect their digital and physical Neopets experiences.

Source: https://www.licenseglobal.com/entertainment/neopets-expands-licensing-portfolio

 

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Neopets has a new partnership with Evolution, which is a new global partnership that'll spark more merchandise as Neopets remains focused on pushing out more merchandise. Which means, they're aiming to increase their overall appeal and drive in new members through the use of merchandise. The new merchandise will more than likely come equipped with a high prices and rewards.​

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Neopets Expands Its Universe with Evolution Partnership​

Neopets has partnered with Evolution, a licensing agency. Evolution will enhance brand recognition and global licensing opportunities with high-profile collaborations and market expansion.
“We are excited to partner with Evolution,” says Dominic Law, CEO of Neopets. “Their proven expertise in retail management, strategic brand monetization, and licensee acquisitions will play a key role in our journey to revive one of the world’s most iconic gaming titles. This collaboration will allow us to expand into new product categories and explore exciting opportunities with major brands across various fields.”
The beloved digital pet platform enjoyed a record-breaking 2024 with a threefold increase in its player base. Daily active users peaked at 250,000, with 400,000 monthly active users. Neopets partnered with 30 brands, releasing a 25th-anniversary edition of Monopoly, launching an upper deck trading card game, and debuting its first plush line with PhatMojo.
“Our goal is to help Neopets navigate today’s evolving licensing landscape and unlock new opportunities for brand growth across multiple product verticals,” says Travis J. Rutherford, Co-Founder and Chief Revenue Officer at Evolution. “We are dedicated to creating innovative programs that not only celebrates Neopets’ rich legacy but also introduce fresh experiences that engage both longtime fans and new audiences.”
For more information about Neopets, visit neopets.com.

Neopets Expands Its Universe with Evolution Partnership

The virtual pet brand expands its presence in the entertainment and gaming markets.

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