PMI is looking forward to a big year in 2023 as the company cements itself as one of the leading gaming IP toy manufacturers, as COO Omer Dekel explains.
Already producing product for hit games Among Us and Brawl Stars, and most recently Sonic with its new Sonic Prime range, this summer will see PMI launch collections for two major new IPs – Piñata Smashlings and Pudgy Penguins. The company is also set to finalise further high-profile licences, including its first ever master toy deal for a pre-school brand.
PMI’s COO, Omer Dekel, tells us that Piñata Smashlings is set to become one of the year’s biggest children’s brands. Launching in August, Toikido has partnered with PMI and Character Options to deliver Piñata Smashlings, its first IP created solely inhouse, with a Roblox game already in production and a series of animated shorts, music, collectibles, trading cards, books, plush and play sets all scheduled for release.
Meanwhile, Pudgy Penguins is PMI’s first foray into the world of NFTs, and the company will produce Pudgy Penguin action figures, collectible figures and plush based on the collection.
“These two licences are a big deal for us because it’s the first time we have dealt with unknown brands. It’s an amazing experience and a bit of a risk, but one we were very happy to take,” says Omer. He adds that he feels success is all about staying ahead of the game in finding the ‘next big thing’. “I am proud to say that we are always ahead of the curve,” he adds.
Omer adds that 2023 is on course to be a huge year for pocket money priced collectibles. “We are already seeing more volume on the lower price points. As disposable income has shrunk, customers are spending wisely; they are looking for more value.”
Omer says he is confident that the two new licences already in place will deliver, and he is excited to sign another in the pre-school space.
To read the full article, which appeared in the May edition of Toy World, click here.