Neopets Amps Up Comeback Via Licensing Partnership

Any child of the 90s likely loved Neopets. If you didn’t love Neopets, you probably at the very least knew what it was. To the excitement of many, Neopets is making a comeback, and a new partnership aims to boost that effort.

Neopets has partnered with Evolution, a US-based Licensing agency, in order to drive growth and enhance “brand relevance”. The goal is to make Neopets a bigger presence in the global gaming and entertainment space. Here is what the press release says about this partnership:

“This strategic move, effective April 2025, aims to enhance brand relevance and drive licensing growth. Together, they seek to strengthen Neopets’ presence in the global entertainment and gaming landscape by forging high-profile collaborations and expanding into new product categories and markets.

Neopets announces the partnership with Evolution to expand its global licensing opportunities.

The announcement follows a record-breaking year in 2024, during which Neopets experienced a threefold increase in its player base, with daily active users (DAU) peaking at nearly 250,000 and monthly active users (MAU) surpassing 400,000 – the highest in the past decade. The brand also collaborated with over 30 partners to extend its reach across multiple categories. Notable successes include:

Neopets x Monopoly 25th Anniversary Edition: The limited collectible deluxe edition launch saw overwhelming demand, with all sets selling out within 24 hours. To meet the excitement from fans and collectors, a standard edition is already in the works, ensuring more players can experience this special collaboration.

Neopets x Upper Deck Trading Card Game (TCG): The launch of the Neopets Battledome TCG became an instant fan favourite, with booster packs and expansions in development to captivate players and collectors alike.

PhatMojo Blind Box Plushies: Neopets introduced its first plush line in over a decade, featuring characters like Aisha, Shoyru, Kacheek, and more. These plushies have been a hit in major retailers such as Hot Topic and GameStop, quickly selling out and prompting reorders.”

Dominic Law, CEO of Neopets, commented on this partnership, stating: “We are excited to partner with Evolution. Their proven expertise in retail management, strategic brand monetization, and licensee acquisitions will play a key role in our journey to revive one of the world’s most iconic gaming titles. This collaboration will allow us to expand into new product categories and explore exciting opportunities with major brands across various fields.”

Evolution’s Co-Founder and Chief Revenue Officer, Travis J. Rutherford, commented on this partnership as well, stating: “Our goal is to help Neopets navigate today’s evolving licensing landscape and unlock new opportunities for brand growth across multiple product verticals. We are dedicated to creating innovative programs that not only celebrates Neopets’ rich legacy but also introduce fresh experiences that engage both longtime fans and new audiences.”

I’m excited about this new partnership, simply to see how Neopets grows and expands as a brand. It still has an endearing quality for kids and adults, even after all these years, so hopefully that continues to grow. Only time will tell if this partnership will fulfill its lofty ambitions.