Disguise, JAKKS Pacific’s costume division, has signed a multiyear licensing deal with Mob Entertainment to develop costumes and accessories for the episodic horror game Poppy Playtime.

“Year after year, Disguise keeps expanding its collection of costumes in this ever-growing genre of episodic horror games,” says Tara Cortner, President and General Manager of Disguise. “As the popularity of this genre continues to surge, we are thrilled to be a part of it. Our passion lies in developing costumes that bring kids, adults, and fans into the world of their favorite characters.”

​​The online survival-style game takes players through a haunted toy factory from the 1990s. Mob Entertainment released the video game in 2021, evolving the story with subsequent chapters and expanding the franchise in late 2022 with Project: Playtime, another game set within the Playtime universe.

Poppy Playtime is a pop culture phenomenon with a massive worldwide following and, like other influential brands, has captured the imagination of the masses, inspiring fan fiction, cosplay, music videos, dance challenges, and hundreds of hours of gameplay commentary,” says Arsenio Navarro, Mob Entertainment Director of Business Development and Licensing. “Poppy-related content has over 5 billion views on TikTok and over a billion views on YouTube, a true testament to the appeal of the game’s characters and universe and its loyal, ever-growing fanbase that spans all ages.”

Related: JAKKS Pacific and Disguise Extend Agreement with EA for ‘Apex Legends’

The licensing deal covers North America, Europe, the Middle East, and Africa, and costumes from the spooky game series will be available online and in-store this fall.

About the author

Madison Patterson

Madison Patterson

Madison Patterson is an editorial assistant at the Pop Insider, the Toy Insider, and the Toy Book. When she isn't writing, the Seattle native can be found reading the classics, watching football, and scouring the city for New York's best vintage.