Online virtual pet game Neopets is expanding its consumer products program through a new global master toy deal with PhatMojo. 

Through the non-exclusive agreement, the LA-based toyco will manufacture and distribute Neopets-branded plush, figures and collectibles to its network of global retail partners, including Walmart, Target and Amazon. The Neopets team is planning to unveil a starting lineup of these toys—drawing from the game’s rich roster of 55 virtual pet characters—at Licensing Expo next week. 

PhatMojo is no stranger to creating toys for gaming brands, having already signed master toy deals for horror title Poppy Playtime (Mob Entertainment) and Roblox games such as Piggy, Rainbow Friends and Pet Simulator X.

This new toy deal was brokered by New York’s Carlin West Agency, which started repping the Neopets brand in 2020 and has since has brought in other licensees including Upper Deck (trading card game), Hot Topic (apparel), What’s Your Passion (jewelry) and Just Funky (lifestyle items).