PhatMojo Named Master Toy Partner for Poppy Playtime
Source: PhatMojo/The Toy Book

PhatMojo inked a deal to bring characters from another cult horror game to the toy department.

Following the success of toys and collectibles inspired by Baldi’s Basics and Piggy, PhatMojo entered into a licensing agreement with EnchantedMob to serve as the master toy partner for Poppy Playtime, a game in which players confront creepy characters in an abandoned, 1990s toy factory.

Under the new deal, PhatMojo will also manage the development of a consumer products licensing program for the game.

Related: The Toy Book’s 2022 BIG Book is Here!

Poppy’s Playtime launched on STEAM for PC last fall and quickly became a hit. Last month, the trailer for Poppy’s Playtime Chapter 2 became a trending video on YouTube ahead of the recent iOS and Android releases of the game.

PhatMojo and EnchantedMob promise to reveal an early look at their new Poppy Playtime toy collection next month.

A range of products featuring Huggy Wuggy, Mommy Long Legs, and other characters is expected to hit retail this summer.

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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