Mob Entertainment Signs Multi-Year Licensing Deal with McFarlane Toys to Bring Poppy Playtime Toys and Collectibles to Fans Worldwide

New Toy and Collectible Line Featuring Poppy Playtime's Iconic Characters Set to Launch in Spring 2026

LOS ANGELES, May 20, 2025 /PRNewswire/ -- Mob Entertainment, the powerhouse behind the global sensation Poppy Playtime and the viral Huggy Wuggy phenomenon, has signed a three-year global licensing deal with McFarlane Toys, an industry leader in the collectibles category. The partnership will unveil a brand-new line of Poppy Playtime toys and collectibles set to launch in Spring 2026.

"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," said Shelly Gayner, Global Head of Licensing of Mob Entertainment. "We're excited for fans to experience and immerse themselves even further into the Poppy Playtime universe."

The collaboration will see McFarlane Toys bring Poppy Playtime's eerie yet beloved characters to life with an extensive range of products, including plushies, action figures, dioramas, prop replicas, and more. Available through most major distribution channels worldwide, fans can get their hands on these high-quality toys and collectibles inspired by the game's haunting universe.

"Poppy Playtime has an incredibly passionate fanbase, making this a thrilling opportunity to bring its iconic characters to life with the quality and detail McFarlane Toys is known for," said Cristy Collins, Vice President, Licensing of McFarlane Toys. "We're excited to create a product line that truly captures the franchise's unique blend of horror and playfulness."

About Mob Entertainment

Founded in 2015 as EnchantedMob, Mob Entertainment was created by brothers Zach and Seth Belanger, who united their passion for art and storytelling. Their dedicated team continually pushes the boundaries of entertainment, delivering top-tier content that entertains and inspires in an ever-evolving industry. Mob Entertainment, creators of the indie horror sensation Poppy Playtime set in an abandoned toy factory, has seen its characters, including Huggy Wuggy and Catnap, amass a significant following on YouTube and in consumer products. Mob Entertainment is on a mission to craft unconventional stories, captivating characters, and exceptional experiences that redefine norms, enthrall audiences, and achieve both artistic and commercial success.

About McFarlane Toys

Founded over 30 years ago by Todd McFarlane, the Grammy-and Emmy-winning producer/director and the creator of Spawn, McFarlane Toys is a global toy company and an industry leader and innovator. As a design driven company known for unparalleled attention to detail, McFarlane has set the bar in the action figure category. Headquartered in Tempe, Arizona, McFarlane has offices in Los Angeles, Las Vegas and Montreal.