Liesa Dornan – Head of International Licensing at Mob Entertainment – on the rise and rise of Poppy Playtime

Liesa, it’s great to connect. For anyone new to Poppy Playtime, how would you pitch it?
Poppy Playtime is a rare example of an IP that naturally lends itself to consumer products. The story is set inside an abandoned toy factory where the employees have disappeared, and the toys have taken on a life of their own – which gives us a very rich and flexible world to build from.

What makes it distinctive is that balance between unsettling and endearing. The characters are visually appealing, but there is always an underlying tension. That contrast is what draws in such a broad audience and creates multiple entry points into the brand, whether that’s through gameplay, digital content or physical product.

When – in the franchise’s journey – did it become clear there was ‘brand potential’ here?
As soon as we started expanding the character roster with each chapter, it became clear we were building something with real licensing depth. Most characters are deceptively cute! The designs are inherently product-driven, translating especially well into toys and plush, even if they come with some creative challenges from a tooling perspective.

Which categories have proven a good fit?
We have already seen strong traction in core categories like toys and apparel, but the opportunity goes well beyond that. The depth of the lore allows us to expand into areas such as location-based experiences, publishing and fashion, with clear segmentation across kids, teens and adult fans. That flexibility is critical as we continue to scale globally.

McFarlane Toys is on board. What made them an ideal partner?
McFarlane Toys are masters at creating beautiful products, which are practically pieces of art for fans to collect. They bring a level of innovation, craftsmanship and credibility that is important for us as we build out the brand, especially in elevating the ways in which our audience engages with the IP.

They have invested meaningful time in understanding the Poppy Playtime universe, and their focus on our unique characters, deep lore and the rich aesthetic inherent to the IP is clearly reflected in the product. This combination of strong creative execution and genuine respect for the fandom makes them an excellent partner as we continue to develop the category. If the presale launch at IGN Fan Fest this past February is any indication, there is a great deal to look forward to.

What are some other highlights when it comes to upcoming launches? What are you excited about?
The momentum around Chapter 5 has been phenomenal and we are building on that with a strong pipeline across both physical and digital. On the consumer products side, we are entering a phase where the range really starts to scale. We have new partnerships launching globally this Fall across multiple categories, alongside continued expansion in apparel and collectibles, notably in Europe and ANZ. The Diramix trading cards have performed very well in Europe and are a good example of how the brand can extend into new formats.

At the same time, we are continuing to invest in digital experiences. For us, the physical and digital sides of the brand need to work together to keep the audience engaged and to keep the world evolving.

You have launched Poppy Playtime activations in Saudi Arabia and Japan. Does the brand resonate in different ways region-to-region?
Yes, the brand certainly resonates differently regionally, and it’s something we actively plan for. In Saudi Arabia, our ‘Hide and Shriek’ activation attracted around 20,000 visitors and skewed towards a teenage and young male audience. In Tokyo, the café experience drew a slightly older, more lifestyle-driven audience and performed strongly enough to return this summer.

We also see clear differences in consumer behaviour. In Asia, there is a notable female young adult audience engaging with the aesthetic and character design, while in Europe and the US the core consumer is still more male-led in toys and apparel.

Importantly, not all of our fans are coming through the game itself. Some fans, particularly the younger crowd, are discovering the brand via YouTube or character-led content. That is why we take a very considered approach to product development, ensuring we have the right mix for different age groups while staying aligned with the core brand tone.

Being a relatively young brand and independent IP experiencing tremendous growth, we are still learning about our audience. What we know for sure is that the Poppy Playtime universe offers a wealth of characters, stylizations and deep lore to appeal to all fans.

What is it about that brand that fuels creativity in your licensees? What makes this an engaging IP to design for?
We actively encourage creativity with our licensees, allowing them to create the product that is right for our fans in their market. Flexibility is key, and we love seeing their artistic interpretations of our brand. Some of the work coming out of Japan, for example, has been a great demonstration of how the brand can be reinterpreted while still feeling authentic.

“On the consumer products side, we are entering a phase where the range really starts to scale.”

The world-building in Poppy Playtime is a big driver for that creativity, but we also really embrace partners who deeply understand our lore to create something meaningful. There is a strong narrative framework, but also enough space for interpretation, which gives licensees room to create something distinctive for their market.

You’ll be exhibiting at the Licensing Expo in May. What are some of your key aims for the show?
This will be our first time exhibiting with a dedicated booth – K236 – which is an important step for us. Our immediate focus is visibility and engagement, and we hope our impact will be felt in a cool and playful way. We want to introduce the brand to partners who may not yet fully understand the scale of what we are building, and to show that we are investing for the long term.

At the same time, we are looking to expand further into new categories. Toys remain a strong foundation, but we are actively developing the next phase of the programme and looking for partners who can help us take the brand into new spaces. We’ve doubled our licensee base since Expo 2026, and we hope to meet more new partners from more parts of the world. Brands interested in meeting with us can book an appointment by reaching us at: [email protected].

Last question! Is there a character or aspect of the brand that remains ‘untapped’ in licensing that you feel has a lot of potential?
Yes, absolutely! The Wrongside Outimals introduced in Chapter 5 have strong potential from both a character and product perspective, and Lilly Lovebraids is another example of a character that can translate in different ways. Interestingly, Poppy herself has had relatively limited exposure in consumer products so far. As the programme continues to expand, that is something we expect to change quite quickly.