Entering Playtime Co.: The Rise of ‘Poppy Playtime’ 

A factory, lively toys, and a world of horrors — put these together, and you get Poppy Playtime. 

Developed by Mob Entertainment, Poppy Playtime is a video game series that continues to grow in the gaming industry. In 2021, Chief Creative Officer Seth Belanger and Chief Executive Officer Zach Belanger developed the idea for a horror-survival adventure set in an abandoned toy factory. The result: a series that’s changed the way players interact with horror video games. 

“Poppy Playtime invites you in before it scares you. It builds a world that feels colorful, nostalgic, and a little playful. Then it slowly pulls the rug out from under you,” says George Krstic, Senior Director of Creative Development, Film & Games at Mob Entertainment. “It creates an emotional tension between childhood innocence and something much darker underneath, tapping into something familiar before twisting it unmercifully.” 

In Poppy Playtime Chapter 1: A Tight Squeeze, players take on the role of a former Playtime Co. employee. When everyone inside the toy manufacturing company disappears, the employee returns years later to explore the abandoned factory and uncover the truth. 

Chapter 1 gained global acclaim when it was released to the public on Oct. 12, 2021. The title became a success in YouTube and Twitch communities, being played by popular influencers like Jacksepticeye, Markiplier, and CoryxKenshin. When it launched on iOS and Android in 2022, Poppy Playtime was among the top 10 games on the Apple App Store. 

After the success of Chapter 1, Mob Entertainment was ready to delve deeper into the world of Playtime Co. The company released Poppy Playtime Chapter 2: Fly in a Web in 2022, and to date, the video game trailer has amassed more than 66 million views. Poppy Playtime Chapter 3: Deep Sleep and Poppy Playtime Chapter 4: Safe Haven later grew the franchise’s popularity through new villains, game mechanics, and extensive lore. 

“Every chapter has ripple effects. We think carefully about how new reveals connect back to earlier details,” Krstic explains. “Every new character has to feel like they belong in Playtime Co., and if a mechanic is too complicated, it pulls you out of the immersion. Finding that sweet spot takes iteration, and it’s a puzzle we’re constantly assembling.” 

The horror adventure continues with Poppy Playtime Chapter 5: Broken Things. In this latest chapter, players explore the gruesome depths of the toy factory with Huggy Wuggy hot on their trail. Abandoned by their only allies, the player must overcome challenges and face off against the puppetmaster behind the horrors of Playtime Co. The title launched on Feb. 18 via Steam and Epic Games, with release for PlayStation, Xbox, Nintendo, and more to come at a later date.

“Chapter 5 goes deeper emotionally and atmospherically. We’ve focused a lot on the slow build of tension and on story threads that come together in meaningful ways. We’re really leaning into mystery and discovery in new and exciting ways,” Krstic says. 

Beyond video games, Mob Entertainment grows the franchise through merchandising and collaborations. The Poppy Playtime website offers fans new ways to experience the series through plush, apparel, accessories, and home goods. Mob Entertainment also has past collaborations with Jazwares, Youtooz, and TheoryVerse, as well as video game crossovers with Minecraft and Fortnite. 

“The appetite for merchandise has honestly been incredible. The characters lend themselves naturally to collectibles and collaborations. We’re always exploring new ways to bring the world off the screen and into real life,” Krstic shares. “And with that, we’ve just launched a new merchandise storefront where we welcome fans and players to explore new options.” 

The Playtime Co. Store features merchandise that helps fans “feel connected to the universe in whatever way speaks to them.” From apparel to collectibles, each item spotlights characters from the video game, including Huggy Wuggy, CatNap, and Doey the Doughman. The storefront also offers products inspired by Chapter 5, such as the Wrongside Outimals plush line and the Lily Lovebraids Tye Dye Tee. 

Mob Entertainment has plans to expand the franchise beyond Chapter 5. While the latest installment is “an important piece of that larger arc,” Poppy Playtime is far from over. Backed by a heavily invested fan community, Mob Entertainment will continue to explore Playtime Co., its vengeful toys, and the atmosphere of Poppy Playtime. 

“When fans are making art, debating lore, speedrunning chapters, and cosplaying characters, you know the connection goes beyond casual play,” Krstic shares. “We still have a long-term vision, but the community absolutely shapes the atmosphere around the franchise. They help keep it alive between chapters, and that’s something we don’t take lightly.”