Ami Amis debuts Feb. 1, 2023, at Walmart in the U.S. | Source: JAKKS Pacific/The Toy Book

JAKKS Pacific is launching its latest brand this week.

The company’s Ami Amis line of collectible, knitted plush friends will debut on Feb. 1 at Walmart stores across the U.S. Wave 1 includes 30 cozy, knitted characters developed across four themes inspired by the joys in life: food, music, animals, and nostalgia.

“What’s most special about Ami Amis is how they make what’s ordinary, extraordinary. They’re unexpectedly charming and full of positivity and optimism,” says Tracy Warshauer, Senior Vice President of Marketing at JAKKS Pacific. “These characters are so unique, fans will quickly find their favorites to add to their collection. JAKKS will provide innovative new ways to display and interact with Ami Ami’s — look forward to seeing more throughout 2023!”

Ami Amis by JAKKS Pacific. | Source: The Toy Book

Kids and kidults can collect them all or curate a collection based on personal interest, theme, or rarity.

Ami Amis look handmade and feature embroidered details. They come in common, rare, and ultra-rare designs with the latter including a holographic sticker and a collector-friendly tag protector. Each plush friend also features a ribbon loop that can be used to hang the Ami Amis toy for display.

Related: Stay on the Pulse of Play with ‘The BIG Toy Book’ in 2023

In April, Ami Amis will expand to retailers everywhere as Wave 2 arrives with an additional 30 characters to collect. JAKKS Pacific says that it intends to release more than 200 characters by the end of the year.

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.

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