By Allison Watkinson
EnchantedMob Inc. and PhatMojo have announced a global licensing deal for the terrifying indie video game, Poppy Playtime.
Under the terms of the deal, PhatMojo will serve EnchantedMob as its master toy partner. The company will also manage the consumer products licensing for the Poppy Playtime franchise.
Founded in 2015, EnchantedMob, Inc. is a digital entertainment company that is the creator of the popular survival horror game, Poppy Playtime. The company also makes and distributes animated content on several YouTube channels.
EnchantedMob and PhatMojo will release a first-look preview of the Poppy Playtime toy line in April. Toys and other products will be available for purchase this summer.
Since its release in October 2021, Poppy Playtime has become a pop culture phenomenon.
Set in an abandoned toy factory during the 1990s, players meet monstrous and malevolent toys like Huggy Wuggy, Mommy Long Legs, and more. Players must solve puzzles while avoiding enemies in order to further their progress in the story.
The Huggy Wuggy character has become hugely popular across the internet. The furry, blue creature has generated billions of views on YouTube, as well as inspired everything from fan-art, memes and songs to homemade plushes and costumes.
The indie horror game was initially released on the Steam platform, but a mobile version of Poppy Playtime was launched in March for iOS and Android.
Just prior to that, the trailer for Poppy Playtime Chapter 2 was released on Feb. 22. It quickly became the top trending video on the entire YouTube platform. Chapter 2 of the franchise is set to release on Steam and Mobile this Spring.
The spike in demand for game-inspired goods in recent years points to Poppy Playtime being one of the most anticipated consumer product programs currently scheduled for release.