#USA #New York #Relatable #Just Play #Character Options

Relatable Expands Global Reach in Toys and Games Industry

Relatable, a cutting-edge entertainment company focused on transforming social trends into engaging products for Generation Z, millennials, and their families, has announced a pivotal strategic shift in its international distribution efforts. On May 19, 2025, the company revealed an exciting collaboration with leading distributors in the UK, Europe, Australia, and New Zealand. This move aims to significantly expand its market footprint while enhancing its growth potential in key regions.

The strategic partnerships are as follows:

• - Europe: In a remarkable step, Relatable has joined forces with Just Play, a key player in the European toy and game industry. Beginning in January 2026, Just Play will oversee distribution across the region while expanding its offerings to include games. This partnership is especially significant due to the success of Relatable's Emotional Support Pals, a line of plush toys that has emerged as a bestseller in the United States.

• - United Kingdom: Relatable is teaming up with Character Options, a well-established distributor renowned in the UK market. This partnership is set to kick off in the second half of 2025 and aims to ensure the distribution of Relatable products to significant retailers in the area.

• - Australia and New Zealand: Another strategic alliance has been formed with Banter Toys Collectibles, a leading distributor in the toy markets of both regions. This collaboration, anticipated to launch within the year, represents a critical milestone in enhancing Relatable's presence and deepening its foothold in these markets.

In the words of Casey Collins, Relatable's Chief Commercial Officer, "This is a crucial moment for Relatable as we expand our reach with leading international partners. Our mission has always been to create culturally resonant products centered on trends that appeal to consumers worldwide. Partnering with Just Play, Character Options, and Banter Toys not only strengthens our international footprint but also paves the way for innovative retail collaborations and significant brand engagement on a global level. We are excited to shape the future of play on a broader stage and continue accelerating our recent growth."

These international partnerships build on Relatable's momentum as a rapidly growing force in the global toys and games industry. Following a remarkable 30% growth in North America during 2024, the company is poised to replicate this success on a global scale. By expanding its operations abroad and enhancing retail integration, Relatable aims to drive demand for its trendy products in new and emerging markets. These strategic collaborations are essential for delivering impactful results and advancing top-selling brands across various categories worldwide.

For further insights into Relatable's extensive product range, visit www.relatable.com.

About Relatable

Founded in 2016 by Ben Kaplan, Elie Ballas, and Elliot Tebele, Relatable, formerly known for its flagship game, What Do You Meme?, was rebranded in 2023 to better reflect its diverse offerings. The company creatively develops games, toys, plushies, and fun, social wellness products for all ages. Notable products include Emotional Support Pals, Buzzed, Let’s Get Deep, Incoherent, Tower Stack, Hunt A Killer, and the Happy Helpers Menstruation Crustacean heating pads. As the market leader in adult gaming, with over 30% market share, Relatable has emerged as the fastest-growing company in the toys and games sector, while What Do You Meme? remains a global bestseller, available at retailers such as Walmart, Target, and Amazon.

About Just Play

Just Play is a driven toy company and a global leader in a wide range of children's consumer products, including figures, games, dolls, plush toys, role-playing games, and costumes. Established in 2010 by industry veterans Charlie Emby and Geoffrey Greenberg, Just Play is recognized as a top toy manufacturer according to Circana. For more information about Just Play products, please visit JustPlayProducts.com or follow on Instagram (@JustPlayProducts) or Facebook/JustPlay.

About Character Options

Character Options Limited, part of The Character Group plc, founded in 1991, is a publicly traded company on AIM. It is one of the leading toy companies in the UK, engaged in the design, development, and international distribution of a comprehensive range of licensed and non-licensed products. Character Options is known for popular brands such as Heroes of Goo Jit Zu, Simbrix, ChillFactor, Doctor Who, Flying Heroes, Teletubbies, and Ben and Holly. The group also serves as a third-party distributor for licenses like Teenage Mutant Ninja Turtles and Fingerlings.

About Banter Toys

Banter Toys Collectibles stands as a leading distributor of licensed toys and collectibles in Australia and New Zealand. Established in 1988, Banter Toys caters to mass retailers and specialized retailers in both regions. The company boasts a historical relationship with collectibles, providing extensive distribution capabilities that extend beyond mass retailers. Participating in all major global toy and collectibles industry events, Banter Toys showcases annually at the Australian Toy Fair and the New Zealand Toy Fair.