The horror game " Poppy Playtime," which has created a buzz around the world, is finally making its way to Japan! InfoLens, a manufacturer and distributor of entertainment-related products, announced today that it has entered into a licensing agency agreement with Mob Entertainment for the Japanese market. This will accelerate the development of official products such as the popular " Huggy Wuggy " character in the Japanese market!
"Poppy Playtime" Brand Expansion in the Japanese Market
インフォレンズ株式会社は、人気ホラーゲーム『Poppy Playtime』の日本におけるライセンスエージェンシー契約を締結いたしました。
本契約の締結により、日本国内における『Poppy Playtime』のライセンスビジネス全般を一手に担います。… pic.twitter.com/4MCSSHZoQS— インフォレンズ株式会社 (@InfolensInc) November 7, 2025
"Poppy Playtime" is a first-person survival horror game set in an abandoned toy factory. The game features a terrifying experience as players explore the factory and are chased by mysterious characters such as "Huggy Wuggy"!
With this agreement, InfoLens will be responsible for the overall licensing of the "Poppy Playtime" brand in Japan. In addition to official products such as figures, plush toys, apparel, and sundries that are already available overseas, the company plans to develop new products and interactive events for the Japanese market!
Future expansion
Planning and sales of officially licensed products
Planning and development of items with a wide fan base, such as figures, plush toys, apparel, and sundries. High quality designs will be sequentially introduced to the domestic market.
Nationwide holding of hands-on POP UP STORE and events
Exhibition events and collaboration cafes that allow fans to experience the world of the works in real life will be held throughout Japan.
Promotion of collaborations with brands and companies
We will actively develop collaborative products and campaigns with domestic companies to cultivate a new fan base.
Zach Belanger, CEO of Mob Entertainment, expressed his expectations for the Japanese market as follows
Japan has one of the most passionate gaming and pop culture communities in the world, and we are excited to partner with InfoLens to bring the world of "Poppy Playtime" to even more fans. InfoLens has a great track record of building beloved entertainment brands in Japan, and together we will deliver an authentic, high-quality experience that celebrates the creativity and spirit of the franchise.
Hiroshi Yasukawa, CEO of InfoLens, commented, "We are very pleased to be working with InfoLens.
"Poppy Playtime is a rare and influential content that reaches not only game fans, but also a wide audience. We at InfoLens are honored to be entrusted with its licensing in Japan. We will do our best to deliver attractive products and projects that will exceed the expectations of our fans as quickly as possible.
This agreement marks a major turning point in the development of "Poppy Playtime" in Japan. It will evolve not only into a horror game, but also into a character merchandise and interactive event that will be enjoyed by even more fans!
Please check out the official Poppy Playtime Japan X (@PoppyPlaytimeJP) and the official Poppy Playtime Japan website!
