Bonkers Toys has established a methodical process for transforming digital creators into physical toy franchises that compete with established entertainment brands on retail shelves. The company recently announced a global master toy license for gaming creator PrestonPlayz, expanding its portfolio of creator-based products that now reach consumers in more than 60 countries.

“Bonkers has evolved to creating toys and collectibles for all things new media,” says Dan Meyer, Head of Brands at Bonkers Toys, who brings 23 years of industry experience to the company’s strategy of bridging digital content with physical toys.

Bonkers Toys’ creator economy foray began with founder Brian Bonnett’s observation of his young son’s media habits. “He noticed his son and friends were hooked on slither.io, playing it non-stop and then watching people play it on YouTube,” Dan recounts.

Despite industry skepticism about making toys based on “worms,” Bonnett produced slither.io plush and collectibles that sold well. Dan notes that sales skyrocketed when Ryan Kaji (of Ryan’s World, then called Ryan’s Toy Review) featured the products in an unboxing video. This led directly to Bonkers’ partnership with Ryan’s World, which Dan describes as “the first real influencer brand” that became “one of the top preschool toy brands in the world” for five or six years.

This established Bonkers’ approach: identify digital creators with passionate fan communities, understand their unique appeal, and develop products that genuinely represent their content. Today, the company works with numerous top creators, including Lanky Box, Aphmau, Skibidi Toilet, and now, PrestonPlayz.

The Playbook: Identifying and Developing Creator Partners

When evaluating potential creator partnerships, Bonkers employs a multifaceted approach combining content review with brand immersion. “We’re always curious and passionate about finding what’s next,” Dan says.

Once a potential partner is identified, Bonkers focuses on understanding what makes them unique. “Instead of label slapping or doing the same thing for every brand, we really try to get in, understand what makes it unique, its DNA, and what the fandom is saying,” Dan says.

The company also considers longevity when selecting partners. Dan notes that Preston “has been consistent, not a trend,” explaining why the gaming creator represents an attractive retail opportunity. This preference for established creators with proven staying power has helped Bonkers build sustainable retail franchises rather than chasing viral moments.

The PrestonPlayz Partnership

The exclusive global master toy license for PrestonPlayz gives Bonkers worldwide rights to manufacture and distribute toys across multiple product categories, with major retail placement planned for spring 2026 (‘spring set’ launches typically run January-March, while the toy industry broadly defines ‘spring’ as January-July). Preston Arsement, who began creating content at the age of 15, has built an empire spanning multiple YouTube channels, with 66 million subscribers and 22 billion views, primarily focused on gaming content, such as “Minecraft.”

After monitoring Preston’s growing influence for years, Bonkers saw an opportunity to translate his digital success to physical products. “We were drawn not just to his success, but to his character,” Dan explains. “He’s a good guy with strong values, he cares about his audience, and he talks about entrepreneurship and continuous growth. He truly believes in his personal mantra, ‘Find your fire!’”

The partnership presented unique challenges compared to previous Bonkers collaborations. “Unlike some creators, he didn’t have a ton of characters,” Dan notes. “So we worked with him and his team to figure out the DNA of his brand and how to bring his personality into the products and also include characters from his world.”

By reviewing viewer engagement metrics, Bonkers identified specific content elements that resonated most with Preston’s audience. “Whenever he used his fire sword – now called ‘The Pleb Slayer’ – it pulled millions of views and some of his highest engagement,” Dan explains. This insight directly informed product development, resulting in “The Pleb Slayer Deluxe” sword, an approximately 14-16-inch light-up role-play weapon with a foam coating that captures Preston’s gaming adventures in physical form.

The initial product line will also include a Mystery Merch Box featuring 11 different collectibles (limited edition plushies, figures, posters, and trading cards) and Mini Plushies showcasing six characters from Preston’s content universe. Each item is designed to connect his digital world with tangible play experiences.

Timing and Retail Presence

Bonkers strategically chose to launch the PrestonPlayz line in spring 2026 rather than during the competitive holiday season. “In the fall, there’s too much competition,” Dan explains. The timing also capitalizes on seasonal viewing patterns: “Views for YouTube creators spike in Q1 because kids are inside on tablets instead of out on vacation.”

This attention to market conditions reflects Bonkers’ broader approach to building sustainable creator retail franchises. Beyond traditional retail metrics, such as sell-through rates and plan achievement, the company also monitors “social listening” to gauge fan engagement. Dan describes the emotional reward of seeing children discover their products: “That’s the greatest feeling. You’ve brought a kid and their family joy.”

This fan connection has become a powerful asset in retail buyer meetings. “When we meet with buyers, we show them that fandom,” Dan explains. “Everyone can talk numbers, but seeing that passion in real life speaks for itself.”

Creator Toys in the Market Context

The rise of creator-based toy lines represents a major shift in the toy industry, according to Dan. He observes that creator brands now regularly appear on category bestseller lists, competing directly with traditional entertainment properties. “Ms. Rachel and Ryan’s World were out-selling traditional preschool brands,” he notes. “In boys’ action figures, you’ve got Lanky Box and Skibidi Toilet.”

Dan parallels this success with changes in children’s entertainment consumption, as young audiences often choose content on platforms such as YouTube, TikTok, and Roblox rather than traditional television. He also mentions that “for girls, we’ve done big creator lines like Aphmau and Moriah Elizabeth,” highlighting Bonkers’ experience across demographics.

Expanding ‘New Media’ Partnerships

Looking beyond individual creators, Bonkers is broadening its strategy to encompass wider digital ecosystems. Two upcoming 2026 partnerships illustrate this development:

“Warrior Cats,” a 20-year-old literary franchise with a massive digital presence through user-generated content across YouTube, TikTok, and a popular Roblox game, will launch in stores immediately after Christmas 2025. “There are around 50,000 user-generated ‘Warrior Cats’ channels,” Dan explains, highlighting the property’s digital shift from traditional literature to community-driven content.

“Genevieve’s Playhouse,” one of YouTube’s top family channels focused on educational content, represents another dimension of creator partnerships. The toy line will feature characters created by the young Genevieve herself. “They wanted wholesome content for their daughter instead of what we call ‘slop,'” Dan explains.

For creators considering retail extensions, Dan emphasizes that a true connection between content and products is essential. “Be authentic. That’s the number-one thing,” he advises. “Make sure your content is authentic and your product too.”

Dan has witnessed multiple instances where creators with large followings attempted merchandise categories that didn’t align with their brand identity, resulting in market failures.

What’s Next for Creator Economy Retail?

After 23 years in the toy industry, Dan remains enthusiastic about the creative potential of creator partnerships. “I love creation. I love making toys. I love fun,” he says. This shared creative energy between Bonkers and their digital partners drives successful translation from online content to physical products.

As children’s entertainment continues shifting toward digital-first experiences, companies like Bonkers Toys demonstrate how creator influence can expand beyond platform monetization into traditional retail channels.

“People aren’t moving away from digital,” Dan predicts. “It’ll keep changing, but it’s moving in this direction.”

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