Bonkers Toys secured a global master toy licensing agreement with Another Axiom to bring the viral VR game Gorilla Tag into toy departments everywhere.
The deal expands the Gorilla Tag universe into physical play, with a planned lineup of plush, figures, and collectibles inspired by the game’s characters and themes. The product line is scheduled to reach major U.S. retailers in 2027.
Since its 2021 debut, Gorilla Tag has become one of the most popular titles in virtual reality gaming. The game recorded 3.7 million monthly active users and 1 million daily active users in 2025, bringing the total to more than 15 million unique players. In 2026, the game set a record with 119,000 concurrent players in VR.
“With a history of successfully bringing the biggest New Media brands to retail, our expansion into the dynamic world of VR with Gorilla Tag is a natural and incredibly exciting next step for Bonkers Toys,” said Dan Meyer, Bonkers Toys’ Head of Brands. “This first-of-its-kind partnership perfectly aligns with our mission to bring to life the brands that Gen Alpha kids are passionate about, and we can’t wait for fans to experience their favorite VR game in a new and tangible way.”
“We love extending our IP with best-in-class creatives, so it was an obvious choice to work with Bonkers to take the Gorilla Tag world to the mass retail toy aisle for the first time ever,” said Jake Zim, CMO, Another Axiom and Head of Monke Business, the company’s IP expansion division.
The partnership reflects the growing crossover between digital entertainment and consumer products as toy companies tap popular gaming communities to reach the next generation of players and collectors.
