“This isn’t a meme, it’s a movement”: Invisible Narratives’ Adam Goodman and Global Merchandising Services’ Lisa Streff on the rise and rise of Skibidi Toilet

Adam, Lisa, it’s great to catch up. Adam, before we dive into Skibidi Toilet, for anyone new to Invisible Narratives, can you talk us through what you guys do?
Adam Goodman, CEO, Invisible Narratives: Invisible Narratives is a next-generation studio built around the simple idea that the next great franchises won’t start in Hollywood, they’ll start online. We partner with the most original creators in the world – people who’ve already built massive global fandoms on platforms like YouTube – and help them expand those worlds across film, television, consumer products, gaming and live experiences.

Our mission is to bridge the gap between the creator economy and the entertainment industry. It’s all about taking what’s authentic and fan-driven about internet culture and pairing it with world-class storytelling, production, and brand strategy.

And Skibidi Toilet – for those not in the know, what’s the origin story behind the brand?
Adam: Skibidi Toilet started as a surreal animated series created by a brilliant independent animator named Alexey. He built it entirely on his own, one frame at a time, and somehow tapped into the collective imagination of Gen Alpha. Within two years, it became one of the most watched franchises on the planet, with tens of billions of views and a passionate global fanbase.

Is that when it came to your attention?
Adam: It came onto our radar when we realised its cultural footprint rivalled that of legacy franchises like Marvel and Harry Potter – yet it was completely decentralised and creator-led. We saw it as the purest example of a new kind of IP: born from the internet, owned by its audience and ready to evolve into a full entertainment universe.

I imagine people have spent a long time trying to work out exactly why it’s resonating so strongly with people. What do you put it down to?
Adam: Because it’s unfiltered creativity. There’s no committee, no corporate polish, just pure imagination and chaos in the best way. Gen Alpha has grown up remixing culture in real time – Skibidi speaks their language. It’s funny, weird, endlessly rewatchable and deeply communal. And underneath the absurdity, there’s real craft – cinematic scale, recurring characters and serialised storytelling. Kids see it as theirs. It’s a franchise that grew up with them, not at them.

“Gen Alpha has grown up remixing culture in real time – Skibidi speaks their language.”

Great answer. And I imagine there was an element of risk taking on an IP like this. Have you found you’re having to give prospective partners an ‘education’ around why this IP is one to get behind?
Adam: At first, yes. Skibidi doesn’t fit traditional boxes, so we had to show partners the data – 65 billion YouTube views, 18 billion TikTok hashtag views… – and help them understand this isn’t a meme, it’s a movement. But once they see the scale and the fan engagement, the ‘education’ becomes inspiration.

Every major brand is now looking for relevance with Gen Alpha, and Skibidi delivers that in a way no legacy franchise can. The energy, humour and reach is undeniable. Invisible Narratives was built to translate that kind of digital phenomenon into mainstream opportunity, and Skibidi is the perfect proof of concept.

What about the brand makes it ripe for expansion into consumer products, film, and TV?
Adam: Skibidi has what every enduring franchise needs: clear iconography, emotion, conflict and humour. Its characters – the Cameramen, Speakermen, Skibidi Toilets, Astro Toilets, TV Men, and so on – are instantly recognisable and lend themselves to storytelling and collectibility.

We’re now building a broader narrative architecture with Alexey through expanding the lore and characters while staying faithful to the chaotic, creator-driven DNA that made it special. That opens the door to film, television, publishing, gaming and every imaginable form of merchandise.

“Kids see it as theirs. It’s a franchise that grew up with them, not at them.”

This is a good moment to bring you in Lisa. Global Merchandising Services is the licensing agent for Skibidi Toilet. Why is this IP an exciting prospect?
Lisa Streff, SVP of Licensing & Brand Development, North America, at Global Merchandising Services: Skibidi Toilet is one of those rare properties that transcends borders and demographics. It began as a digital series, but it’s quickly went viral and evolved into a truly global phenomenon with a massive, passionate, and highly engaged fanbase.

We are always drawn to brands that have authentic cultural impact – and Skibidi Toilet absolutely fits that mold. Its blend of sci-fi, dark humour and action has made it a pioneer of digital entertainment. The IP’s growth potential across apparel, accessories, home furnishing, collectibles and lifestyle categories was clear from day one, and we knew we wanted to be part of that journey.

How did you ‘get to grips’ with the IP yourself?
Lisa: Our team dove deep into the world of Skibidi Toilet – literally binge-watching episodes, analysing audience engagement and understanding the community that has formed around it. What’s fascinating is how layered and detailed the series is with real storytelling and world-building behind the chaos.

We also collaborated closely with the team at Invisible Narratives to fully grasp the tone and emotional resonance that make it so engaging. Immersing ourselves in that ecosystem helped us see exactly why fans are so invested – and how we could translate that into compelling consumer products.

How tough is it to unearth, and then sign, a viral hit like this?
Lisa: Timing is everything, and the instinct to recognise potential. Invisible Narratives created an innovative brand with strong storytelling and community engagement, as well as a lot of passion behind it. It isn’t just a fad; it’s become a true cultural touchpoint. Finding and signing the next hit often comes down to recognising when something has moved beyond trend status into a lasting franchise – and having the relationships and experience to help scale it globally.

Early launches for Skibidi have spanned toys, apparel, sleepwear, Halloween costumes… Was it an easy or a tough sell for these ‘early adopters’?
Lisa: The response from the market has been tremendous. Many of our initial partners recognised early on that Skibidi Toilet wasn’t just another viral moment – it’s a sustained cultural movement. And as Adam said earlier, the data speaks for itself. For that reason, conversations with ‘early adopters’ were very collaborative and forward-thinking. Our initial partners saw the long-term potential and wanted to be part of building something that’s redefining what a digital-first franchise can achieve.

“The response from the market has been tremendous.”

What about the brand has resonated with licensees? Why is it an exciting brand to create for?
Lisa: Licensees love that Skibidi Toilet is bold, unexpected and instantly recognisable. The brand’s reach on YouTube means partners can connect directly with an active global audience that’s already deeply engaged. Licensees are really energised by that dynamic environment and the ability to innovate. It’s digital-first property approach makes it relevant to the target Gen Alpha fanbase. At both Licensing Expo and BLE this year, we have had a ton of interest from licensee worldwide to jump aboard the Skibidi train.

Looking ahead, what other sectors do you feel it can thrive in?
Lisa: Because the fanbase is global and highly engaged, there’s tremendous opportunity to grow Skibidi Toilet’s consumer products program on a worldwide scale across a broad range of categories that can tap into the storytelling and creativity of the brand. Skibidi Toilet’s universe continues to expand, and that gives us limitless opportunities to innovate with partners.

Adam: We’re already seeing incredible traction in toys, collectibles and apparel, but Skibidi’s world lends itself naturally to interactive experiences too, such as mobile and console gaming, live events, and digital customisation. The next evolution will be community-driven. Think user-generated content tools, music and shared creative spaces where fans can actually build inside the Skibidi universe. That’s where it becomes more than a franchise, it becomes a cultural playground.

Exciting times. Guys, a huge thanks again. Let’s catch up again soon.