Toy Fair 2025: Neopets Bounding Into The New Year

Neopets (https://www.neopets.com) is embracing its roots and 2024 has been pivotal for the gaming brand, with daily active users (DAU) reaching new peak at nearly 250,000 and monthly active users (MAU) surpassing 400,000, reflecting a 3X growth since the company has become a small independent studio and the highest in the past decade. While these milestones are early signs of renewed connection with fans, Neopets sees this as the beginning of its community-driven journey to revive one of the most iconic gaming titles in history.

Neopets’ revival is more than nostalgia - it’s about having fun and creating meaningful connections with players across generations. By blending the charm of early internet gaming culture with a modern focus on emotional well-being, the brand has always been a safe haven for its loyal community. Last year, the mission extended beyond its classic browser game with the launch of two mobile titles, Tales of Dacardia and Faerie Fragments, alongside significant social media growth. Instagram followers rose by 123% and video views rose by 150%, reflecting the passion of its community and marking an encouraging beginning to its community-led IP transformation.  

Neopets collaborated with over 30 partners in 2024 to create meaningful shared experiences that connect its audiences both online and offline. These collaborations have brought Neopets to other facets of life and has expanded its magic beyond gaming. This progress not only validates the strength of its community-led approach but also signals to more IPs that Neopets is an inspiring and authentic partner. 

Key highlights include:

• Upper Deck: The release of the brand new Neopets Trading Card Game became an instant fan favorite, with a series of booster packs and expansions already confirmed and in the works, promising to captivate players and collectors alike.
• PhatMojo: The Blind Box Plushies, Neopets’ first plush launch in over a decade which were then sold at major retailers like Hot Topic, GameStop, BoxLunch and Claire's and have been flying off the shelves leading to re-ordering.
• The Omelette Faerie Graphic Novel: Volume 1 was released in October 2024, with Volume 2  scheduled for release in 2025, showcasing how the rich world of Neopets extends far beyond gaming. Alongside the graphic novel series, a range of coloring and activity books are also in development, further reflecting the efforts of Neopets’ licensing partners to bring the magic and creativity of Nepia to life through new engaging formats. 

Building on the momentum, Neopets is poised to continue evolving its platform to meet the needs of today’s players. Neopets has an exciting lineup of initiatives in 2025, including:

In May, It’s Boba Time is transforming 100 locations across the US into Neopia, featuring themed décor and exclusive giveaways.

The second graphic novel, Neopets: The Discarded Magical Blue Grundo Plushie of Prosperity, will be released in August 2025, followed by Neopets: The Official Coloring Book in March.

Further product launches: March will see the launch of Monopoly: Neopets 25th Anniversary Limited Edition, while Q2 will bring the release of the Upper Deck TCG: Battle for Meridell Expansion and new TCG accessories like playmats, card sleeves, and deck boxes.

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