New international agents and regional licensees drive localized retail growth as Mob builds on Poppy Playtime: Chapter 5 momentum and strengthens its global consumer products ecosystem

Mob Entertainment is accelerating its consumer products expansion in 2026 following the breakout success of Poppy Playtime: Chapter 5 – Broken Things. Fueled by surging fan demand and strong retail performance, the company is scaling its global licensing network, securing new category-leading partners, and expanding its presence across key international markets to bring the world of Poppy Playtime to fans in more ways than ever before.

Zach Belanger, CEO of Mob Entertainment, said:

“We’re seeing incredible momentum across every facet of the business—from gameplay to retail—and Chapter 5 has unlocked a new level of engagement with our audience.”

The franchise’s continued content success is translating directly to retail performance and partner enthusiasm. The highly anticipated launch of Mob’s collaboration with McFarlane Toys saw its first wave of pre-orders sell out at retail, underscoring the strength of the brand at shelf. Beyond traditional merchandise, Mob’s expansion into experiential entertainment is gaining traction, with its inaugural Location-Based Entertainment experience, Hide & Shriek in Saudi Arabia, drawing more than 20,000 visitors in its first three months. The brand’s growing cultural footprint was further amplified through successful integrations including Fortnitemares, Fortnite’s seasonal Halloween event, and Spark Universe, the official Minecraft content collaboration, extending fan engagement across major digital platforms.

Mob Entertainment’s growing roster of licensing partners reflects a diversified, category-spanning strategy designed to meet fans wherever they engage with the brand. New partners joining the portfolio include Warmies, Figgyz, Bandai, BE@RBRICK, Loungefly and Theoryverse, alongside a strong pipeline of international licensees such as Grupo Ruz (Mexico); Bensons, Empire and Cheatcode (Australia and New Zealand); Bignari (dba Janda) and Iron Studios (Brazil); Diramix, Toy Topic, Pyramid, GB Posters and Doctor Collector (Europe). These partners join an expanding ecosystem across toys, collectibles, publishing, apparel, lifestyle and more.

Mob Entertainment is expected to unveil additional partnerships at this year’s Licensing Expo, further highlighting the brand’s accelerating global expansion.

To support its rapid global growth, Mob Entertainment continues to expand its international licensing infrastructure with a robust network of best-in-class regional agents. These partnerships are driving localized strategies and unlocking new retail opportunities worldwide:

• Infolens (Japan) – spearheading expansion into one of the world’s most influential consumer markets
• Vertical Licensing (Brazil) – continuing to build strong retail presence across Brazil
• Tycoon (Mexico) – leading growth across Mexico and broader Latin America, minus Brazil
• MEA Brands (Middle East) – driving strategic expansion across the Middle East and North Africa
• K Vision (South Korea) – extending Mob’s reach in a highly engaged fan market
• Merchantwise (UK, Europe, Australia & New Zealand) – delivering full-service licensing support across key Western territories

“Our expanding global agent network allows us to execute with precision in each market while staying true to the brand’s creative vision,” said Liesa Dornan, Head of International Mob Entertainment.

Mob Entertainment is also expanding its footprint in Food & Beverage and fast-moving consumer goods, where the Poppy Playtime universe continues to translate strongly. Building on the success of its Tokyo café activation in 2025, the company will reintroduce the experience this July, alongside new partnerships with Bubblegum Kids, Cheatcode. Inspired by the “Sweet Street” setting introduced in Poppy Playtime: Chapter 5, Mob is unlocking new opportunities to bring the brand to life through consumable products and immersive fan experiences.

With a growing slate of content, expanding global partnerships and continued innovation across categories, Mob Entertainment is entering its next phase of growth as a leading force in transmedia entertainment. As fan demand continues to surge for new Poppy Playtime characters like Lily Lovebraids, Giblet, The Prototype, and the WrongSide Outimals, the company remains focused on delivering new ways to experience the world of Poppy Playtime across retail, digital platforms and real-world activations.