Mob Entertainment’s Poppy Playtime Expands Its Licensing, Makes Deal with McFarlane Toys, Funko

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Mob Entertainment, the force behind indie video game Poppy Playtime, is powering up globally.

The company has a new lineup of robust partnerships and licensing deals across various categories. The vast diversity of the brands Mob Entertainment works with will allow fans of all ages a piece of Poppy Playtime.

Poppy Playtime is a global hit, and its licensing portfolio mirrors that. | Source: Mob’s Entertainment YouTube

We’re scaling our global consumer products division to meet the incredible and growing demand we’re seeing from fans and retailers alike.

Zach Belanger, CEO of Mob Entertainment

Mob Entertainment has agreed to a three-year global licensing deal with McFarlane Toys, a powerhouse in the collectibles category. The company also signed a deal with Funko, with collectibles set to come out in fall 2026.

“This collection will deliver a perfect mix of spine-chilling fun and fear, capturing the charm and horror of fans’ favorite characters in our signature style,” says Jason Bischoff, Vice President, Licensing and Business Development at Funko.

Mob Entertainment characters, including fan favorites like Huggy Wuggy, Smiling Critters, Doey the Doughman, and Mommy Long Legs, continue to rise in popularity. The drive towards these new licensing opportunities is growing as well. New licensing agents include K Vision in South Korea, Merchantwise in the UK, Europe, Australia, New Zealand, Tycoon in Latin America, and Vertical Licensing in Brazil.

McFarlane Toys is known for its incredible attention to detail and craftsmanship, making them a great partner to bring Poppy Playtime to life in a brand-new way. We’re excited for fans to experience and immerse themselves even further into the Poppy Playtime universe.

Shelly Gayner, Global Head of Licensing of Mob Entertainment

Mob Entertainment is growing and already has a list of prominent existing deals. Categories include toys and collectibles (Moose Toys, Jazwares, Phat Mojo, CultureFly, YouTooz, Pinfinity), books and publishing (Scholastic), apparel and lifestyle (Insert Coin), costumes and dress-up (Disguise and Spirit Halloween), food and beverage (G Fuel), film (Legendary Entertainment), and content integrations and brand extensions (Minecraft and Fortnite).