Retail Monster focuses on expanding Pudgy Penguins huddle

Published on: 4th January 2024

Licensing agent Retail Monster has plans to expand the Pudgy Penguins collection following its popularity among a diverse demographic.

In 2024, Pudgy Penguins will continue to be represented globally by Retail Monster for all licensing opportunities. Pudgy Penguins started as a block chain digital collectible brand, engaging with a global community and racking up impressive NFT sales of more than $400m, resulting in it being the first block chain digital collectible brand mentioned in the New York Times.

The property has become enormously popular thanks to its key attributes of happiness, diversity and inclusion which make Pudgy Penguins extremely relevant to consumers today. The property continues to dominate social media across several platforms including Twitter and Instagram, with over 10b impressions making it the most viral IP on social media.

A unique element of the brand is that every toy comes with a birth certificate for users to scan. They can then enter Pudgy World, an immersive MMORPG experience accessible only to those who have a unique certificate for entry. In Pudgy World, users can customise their own penguin, play with friends and enjoy mini-games, amongst other activities. Partners, licensees and collaborators also have the opportunity to be part of the exciting evolution of Pudgy World.

Pudgy Penguins resonates with a wide demographic. Retail Monster’s initial focus has been on signing licensees and collaboration partners for the core NFT owners and fans, targeting ages 18-34 with product launches in 2023/4. Following this, Retail Monster will focus on Pudgy World, allowing the agency to widen the licensing programme and target demographic. Retail Monster will look at a younger audience which will include kids, tween and teens, with the goal of launching a range product late in 2024 at specialist retailers before a broader roll out in 2025.

Retail Monster will initially build on the Toys & Games category, followed by other key categories such as Stationery, Fashion, Apparel and Accessories, then Homeware and FMCG. As Pudgy Penguins lends itself to seasonal and key calendar events such as Valentines Day, Father’s Day and Mother’s Day, Retail Monster will also prioritise the gifting category.

Publishing, promotions and retail activity are fundamental for the licensing programme. Retail Monster will continue to focus its efforts in these key areas of the business. These will be supported by relevant style guides which will be regularly updated to continue to keep Pudgy Penguins fresh and relevant as trends continue to evolve.

Liesa Dornan and Rich Woolf will be attending key trade shows in 2024. Readers wanting to be part of the expanding Pudgy Penguins licensing programme are invited to reach out to find out more about the huddle. For all licensing and retail enquiries, contact Liesa Dornan:


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