By Allison Watkinson
TLL Reporter
Spin Master has secured a licensing distribution partnership with Takara Tomy for its anime-inspired digital pet brand, Punirunes.
As a new licensee for the Punirunes property, Spin Master will expand the digital pet brand’s global distribution to reach additional retail markets and consumer demographics.
First released in 2021 by the Japanese toy company Takara Tomy, the Punirunes brand combines elements of classic digital pet care products with a new feature for squishy tactile play.
With more than 55 branded characters to choose from, the Punirunes toy displays the anime-inspired virtual pets on a colorful, backlit LCD screen.
Punirunes owners can interact with the digital pet by placing their finger inside a hole that is located on the side of the toy and playing with the squishy tactile dome inside.
A digital representation of the players finger is then displayed on the screen that mirrors your actions to emulate the feel of touching the actual pet character.
Using this tactile feature, Punirunes owners can feed, play with, clean, customize and nurture their virtual pet.
“At Spin Master, we’ve often been said to have our finger on the pulse of play and in this case it’s literal,” said Spin Master president, Doug Wadleigh. “Punirunes is not your average toy, it adds an irresistible tactile element and physical connection to the digital pet in a fun and quirky way. With proven international success and the surge in popularity for anime-inspired toys we think Punirunes will be a hit with kids and kidults around the world.”
Takara Tomy has experienced significant success with the brand since its initial retail debut with over 700,000 pieces shipped across Japan, Korea, Taiwan, Hong Kong and Macau in the last three years.
The growing popularity of the Punirunes toy is in line with The Toy Association’s recent announcement that names AniMania as a top toy trend for 2024.
The Toy Association has recognized the Japanese anime sectors significant impact on the international toy industry, and has projected a further increase in the category’s popularity throughout the year.
The Punirunes digital pet products will be distributed by Spin Master to major retail companies across the globe beginning in August 2024.
Spin Master is an entertainment company that creates, distributes and licenses a wide range of branded toys, multi-platform media content and digital games for children, family and youth across the globe.