#USA #New York #Relatable #Just Play #Banter Toys

Relatable Expands Global Presence in Toys and Games Industry

In a significant move to enhance its international footprint, Relatable, a modern entertainment company known for transforming social trends into engaging products for Generation Z, Millennials, and their families, has announced a strategic shift in its international distribution strategy. The company has established new partnerships with key distributors across Europe, Australia, and New Zealand to bolster its global reach and accelerate growth in crucial markets.

This expansion strategy comes on the heels of Relatable experiencing a remarkable growth rate, with over 30% increase in revenue in North America during 2024. Looking to replicate this success globally, the partnerships with Just Play, Character Options, and Banter Toys are set to pave the way for their products in international markets.

Partnership Details

Collaboration with Just Play

In Europe, Relatable has entered into a partnership with Just Play, a prominent player in the European toy industry. Starting from January 2026, Just Play will manage the distribution of Relatable’s products across the region, adding new games to their portfolio. This partnership is particularly pivotal for boosting the growth of Relatable's plush category, notably featuring their bestselling Emotional Support Pals, which have resonated well with consumers in the United States.

UK Market Engagement with Character Options

Relatable is also teaming up with Character Options in the United Kingdom, a well-established distribution company. This collaboration is aimed to initiate in the latter half of 2025 and will ensure that Relatable's products are stocked in major retailers throughout the region. Character Options, with its recognized market presence, is expected to significantly enhance Relatable’s distribution capabilities.

Expansion into Australia and New Zealand with Banter Toys

In Australia and New Zealand, the collaboration with Banter Toys & Collectibles marks an important step for Relatable. This partnership, set to begin later this year, will solidify Relatable's position in these burgeoning markets. Considering Banter’s leading position in the licensed toy market in these regions, this partnership is anticipated to significantly elevate Relatable’s visibility and accessibility.

Strategic Insights

Casey Collins, Chief Commercial Officer at Relatable, shared insights on this strategic pivot: “This is a pivotal moment for Relatable as we expand our reach with leading international partners. Our ongoing goal has always been to create culturally relevant, trend-driven products that appeal to consumers worldwide. The partnership with Just Play, Character Options, and Banter Toys not only strengthens our international foundation but also opens doors for new creative collaborations, retail innovations, and meaningful global brand engagement.”

He further added, “We are excited to shape the future of play on a broader stage and to continue accelerating our recent growth.”

These international partnerships are built on the momentum Relatable has gained as an emerging force in the toy and game industry. Following its success in North America, the company is eager to extend its reach and infuse its trend-oriented products into new and developing markets. This strategic maneuver is vital as Relatable aims to foster demand for its engaging products globally.

About Relatable

Founded in 2016 by Ben Kaplan, Elie Ballas, and Elliot Tebele, Relatable, formerly known as What Do You Meme?, is a creative studio driven by creators and entertainers dedicated to developing amusing, socially conscious games, toys, plush, and wellness products for all ages. The name change in 2023 reflected its diverse range of offerings. Some of its notable products include Emotional Support Pals, Buzzed, and a variety of other entertaining games and wellness items. As a leader in adult party games, Relatable commands over 30% market share in this category and continues to thrive as the fastest-growing toy and game company, available at major retailers including Walmart and Target.

To explore more about Relatable’s robust product line, visit www.relatable.com.

Conclusion

The strategic international partnerships signaling Relatable’s intent to innovate and expand mark an exciting chapter in their journey within the toys and games industry. Their goal to tap into broader markets while maintaining a focus on culturally relevant products positions them well for sustained growth and consumer engagement on a global scale.

### Media Inquiries

For additional information, please reach out to:
Casey Collins | Chief Commercial Officer
Email: [email protected]
Alexis Winkler | PR Manager
Email: [email protected]