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Action Figure Insider » Neopets Announces New Non-Exclusive Master Toy Deal at Licensing Expo 2024

The Nostalgic Virtual Pet Site Continues its Upward Trajectory with Debut Appearance at Las Vegas Show


Los Angeles, CA – (May 13, 2024) – Neopets is making its inaugural appearance at Las Vegas Licensing Expo from May 21-23, 2024 with an epic lineup of licensed merchandise, including a new non-exclusive master toy deal with global toy industry leader PhatMojo. Show attendees are invited to visit the brand at Booth B188 to take a journey through Neopian history, from its early start as a fixture of online culture, to its revival today.

Fuelling the excitement, Neopets is unveiling its officially-licensed toy line in collaboration with PhatMojo, the global toy powerhouse best known for bringing both well-loved and new brands to the forefront through collectible consumer products. Brokered by Mix Licensing Group and Carlin West Agency, the highly-anticipated partnership will bring to life nostalgic favorites from the online game in the form of plush, figures, collectibles, and more.

“Our licensing partners have helped us push the envelope as a brand, and breathe real life into our digital game and characters,” said CEO, Dominic Law. “There is so much lore and thought put into the Neopets world, and showcasing in this way at Licensing Expo for the first time is a natural next step for us as a brand to tell our story.”

“Neopets has been a hit with kids since it first launched over two decades ago, and we’re excited to play a part in its revival,” said Bill Graham, President of PhatMojo. “We’re looking forward to bringing this nostalgic brand back to toy shelves for the audience that loves it and for new fans to discover.”

Nearly 25 years since its 1999 launch, Neopets continues to blaze the trail on the nostalgia trend with Millenials and Gen Z, inspiring countless spin-offs and derivatives. After the new leadership team, led by Dominic Law, assumed ownership of the company last July, Neopets has experienced significant growth – what was once a community of 150 million individuals has now evolved hand in hand with their beloved pets. The Neopets Team (TNT) has taken a community-driven approach to give legitimacy to fan initiatives, while developing unique new opportunities for the brand, building the foundation for a multi-entertainment company.

The appetite for new Neopets merchandise surges on, leading to significant sell-through rates on the brand’s various merchandise collections. The strategic focus is on creating tangible avenues for engagement that resonate with the nostalgia of longtime players while catering to their evolving interests. Neopets’ appearance at Licensing Expo will set the stage to expand its licensing program and explore new opportunities.

Since the launch of its licensing program in 2020, Neopets has added a growing list of strategic licensing partners like Upper Deck, What’s Your Passion, Andrews McMeel, G-Fuel, Just Funky, Hot Topic and more to its roster, resulting in a wide array of officially-licensed products including a trading card game, jewelry, pins, tarot card decks, cookbook, energy drinks, graphic tees, and more!

Attendees can look forward to the following at Booth B188:
● First Look at non-exclusive Master Toy Deal with PhatMojo: New Neopets plush and toys are finally here!
● Neopets licensed product showcase: Explore the World of Neopets through a robust lineup of officially licensed merchandise!
● Exclusive merchandise giveaways: Walk away with event-exclusive merchandise!
● Meet Aisha, Neopets’ Official Mascot: Snag a photo with Aisha at the Character Parade or Neopets booth!

To discover the magic of Neopia, please visit neopets.com and follow the brand on Instagram @neopetsofficialaccount.

About Neopets
Neopets is an immersive, online virtual pet game in which players can adopt, customize, and interact with Neopets in the vast world of Neopia. Known for its multi-generational, passionate community, Neopets offers players a vast world of storytelling, collecting, pet care, and exciting social gaming experiences. Since its launch in 1999, Neopets has galvanized unique adventures, games, stories, and challenges for over 150 million players worldwide.

Neopets Licensing Partnerships
Neopets is proud to partner with a wide array of licensees as part of its official licensing program. To learn more or explore licensing opportunities with the brand, please email licensing@neopets.com.

About PhatMojo, Inc.
Based in Los Angeles, CA, PhatMojo is a global toy and brand management company. PhatMojo focuses on working closely with creators and building memories with people who share their view of what’s cool. For more information, please visit: www.phatmojo.com.

Daniel Pickett

AFi founder and Editor-In-Chief Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since.

In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features.

He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced.

In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website www.ActionFigureInsider.com.

Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s
“Pop Candy” Blog twice. Daniel’s content has also been featured on Bloomberg News, MSNBC.com, Time.com, The Wall Street Journal, The Saturday Evening Post, CNN.com, AssociatedPress.com
Wired.com, Fark.com, Boing-Boing, Gizmodo.com, Ain’t It Cool News, the Official
Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many
others. He has consulted on toy lines, books, documentaries and TV shows.

But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.

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