I went to undergrad at the University of Cincinnati studying industrial design, and as part of that schooling I had several internships in the toy industry. So given all that toy history from my past, yes – I guess you could say it was always in the cards!

You are Head of Brands at Bonkers Toys. What makes a brand attractive to Bonkers?
At Bonkers, we are always trying to be disruptive and ‘leading edge’. We don’t do that just for the sake of it. We do it because we see consumer interests shifting from traditional toy brands to what we call ‘new media’ brands. A decade ago, no one could have imagined the influence of YouTube, Roblox, TikTok and other new media platforms. And at the heart of all these new media brands is the fandom. And these platforms will only continue to evolve.

So we look for brands that are ‘leading edge’ and have highly engaged fandoms! And this has evolved during my time at Bonkers. In the early days, Bonkers was pretty focused on YouTubers – but we have evolved into our new media brands like Warrior Cats, Gorilla Tag and others!

On Warrior Cats, what made this brand a perfect fit for toys?
Warrior Cats is a truly amazing brand! Several things caught our attention – the highly engaged fandom, the continued success of the literary series, and the deep lore and vast array of characters of the franchise were some of those highlights. And if you have those elements, a toy line is a natural fit.

You also have lines with popular YouTubers Preston Playz, Aphmau and Moriah Elizabeth. I imagine this is a very different prospect to adapting a more traditional entertainment IP. How do you approach bringing these into toys?
Working with these of brands is truly rewarding. We approach each one by immersing ourselves in each respective brand. We study the YouTube channel, the content, the fandom – all while working closely with each creator. The blending of their creativity and our toy expertise is a dynamite combination!

You mentioned that Bonkers was an early adopter when it came to bringing YouTube IP into toys. Have you seen this trend continue across the wider industry?
It seems this trend is continuing in the toy industry. Walking down any one of the different toy aisles you will see creator brands – not only from Bonkers, but also from other toys. The most successful brands seem to have one thing in common: stay authentic to the DNA of the creator/YouTube channel!

Last question! What fuels your creativity? What helps you have ideas?
Seeing the surprise and delight on a fan’s face is the ultimate fuel to the creativity and the work. At the end of the day, that’s what it’s all about. We have a unique profession in that our main outcome is delivering happiness and joy to our end consumer. Reminding ourselves of that – and seeing thousands of fans share that joy on social media – inspires us to search for what’s next. And often times, just continuing to listen to that same fandom informs us of the next big idea!

Great answer. Dan, a huge thanks for taking time out to chat.

The post Dan Meyer – Head of Brands at Bonkers Toys – talks fandom, ‘new media’ brands and Warrior Cats appeared first on Brands Untapped.

Bonkers’ range – spanning plush, figures and collectibles – will launch in the US in 2027.

“With a history of successfully bringing the biggest New Media brands to retail, our expansion into the dynamic world of VR with Gorilla Tag is a natural and incredibly exciting next step for Bonkers Toys,” said Dan Meyer, Bonkers Toys, Head of Brands.

“This first-of-its-kind partnership perfectly aligns with our mission to bring to life the brands that Gen Alpha kids are passionate about, and we can’t wait for fans to experience their favorite VR game in a new and tangible way.”

In 2025, Gorilla Tag passed a lifetime total of over 15 million unique players and, earlier this year, the game set a record of 119,000 concurrent players, all in VR.

“We love extending our IP with best-in-class creatives, so it was an obvious choice to work with Bonkers to take the Gorilla Tag world to the mass retail toy aisle for the first time ever,” said Jake Zim, CMO, Another Axiom and Head of Monke Business, the company’s IP expansion division.

“Bonkers Toys has a proven track record of successfully adapting the most sought-after digital brands for retail. Their creativity and expertise are a great compliment to our team’s focus on innovation and expanding the Gorilla Tag universe for its incredible fandom, while introducing the game to a broader audience through real-life play.”

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