Aphmau MeeMeows Mystery Plush | Source: Bonkers Toys

A new line of collectibles is on the prowl at Walmart.

Bonkers Toys unleashed its first wave of Aphmau MeeMeows Mystery Plush this week — the first retail toys created in partnership with the top female gaming star on YouTube.

Aphmau Collectibles | Source: Bonkers Toys

Related: U.S. Toy Industry Sales Get a Boost

“Female gamers have been very underrepresented in the toy industry. Girls are 48% of the gaming market and Aphmau truly inspires this demographic,” says Bonkers Toys President and CEO Brian Bonnett. “Our partnership with Aphmau is an incredible opportunity to pioneer in this much-needed space.”

Available first to market at Walmart this fall, Bonkers plans to extend the range of blind box collectibles to retailers across the U.S. in January. Additional Aphmau-inspired toys will hit the market throughout 2022.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.