Relatable, a modern entertainment company focused on generating engaging products for Generation Z, millennials, and their families, is taking significant steps to increase its global presence in the toys and games sector. On May 19, 2025, the firm revealed a strategic overhaul of its international distribution operations, aimed at accelerating growth in key markets, namely the UK, Europe, Australia, and New Zealand.
New Partnerships for Global Expansion
To facilitate this expansion, Relatable has cemented partnerships with three prominent distributors: Just Play, Character Options, and Banter Toys. These collaborations will bolster Relatable's footing in their respective regions and enable the brand to tap into new consumer bases.
Partnerships in Detail
1.
Just Play (Europe): Starting in January 2026, Just Play will be in charge of distributing Relatable’s products across Europe. This partnership not only involves toys but also expands Just Play's portfolio to include games. The focus will be on contributing to the success of products like Emotional Support Pals, which have already captured significant market share in the U.S.
2.
Character Options (UK): In the UK, a vital partnership with Character Options is set to roll out in the second half of 2025. With an established presence in the market, Character Options will ensure that Relatable’s products reach major retailers, bringing the brand closer to millions of consumers.
3.
Banter Toys (Australia and New Zealand): This partnership is significant for Relatable's growth in the Australian and New Zealand markets, set to begin later this year. Banter Toys is recognized as a market leader, and this collaboration marks a pivotal move in strengthening the brand’s visibility and accessibility in these regions.
Strategic Growth and Vision
As Casey Collins, Relatable’s Chief Commercial Officer, noted, "This is a crucial moment for Relatable as we broaden our reach alongside leading international partners. Our mission has always been to create culturally resonant and trend-focused products that resonate with consumers worldwide." This strategic shift comes in conjunction with an impressive 30% growth reported in North America during 2024, showcasing Relatable’s potential for similar success on a global scale.
By expanding international operations and enhancing retail integrations, Relatable aims to stimulate demand for its trending products in emerging and established markets alike. The foundation laid by these strategic partnerships is crucial for realizing substantial growth outcomes and solidifying the company’s market leadership.
About Relatable
Founded in 2016 originally as What Do You Meme?, Relatable has undergone a transformation to cater to a broader range of products, reflecting its diverse offerings even more aptly with the brand's new name introduced in 2023. The company is best known for its party games and innovative toys, including favorites such as Buzzed, Let's Get Deep, and the viral Happy Helpers Menstruation Crustacean. In a short span, it has claimed over 30% of the adult party game market. Relatable’s products can be found in major retailers like Walmart and Target and are also available for purchase online at relatable.com.
About Our Partners
- - Just Play: Founded in 2010, Just Play is renowned for its diverse range of children's merchandise, including figures, dolls, and games, created both under its original brands and licensed properties.
- - Character Options: This company has been integral to the UK toy scene since 1991, expertly developing and distributing a wide variety of licensed and unlicensed products.
- - Banter Toys: Established in 1988, Banter Toys has emerged as a leader in collectible and entertainment toys in Australia and New Zealand, popular among both specialized and mass-market retailers.
Relatable is transforming how toys and games are perceived, aiming to connect with consumers through innovative, relatable products. To learn more about their products, visit www.relatable.com and follow them on social media for updates on their latest offerings and collaborations.